MIL REVIEWER THE DANGER OF DESENSITIZATION

WHAT IS DESENSITIZATION?
What is COMMUNICATION?
DOES IT STILL MAKE A SOUND? DESENSITIZATION
The gift of BEING HEARD! ● To react less.
● To be less affected.
COMMUNICATION ● To be less sensitive.
● From the latin term communicare, which means “to share”
or “to impart” or from the latin word communis, which NORMALIZATION - is when the mass media continually
roughly means “working together.” reinforce certain behavioral patterns of exposure until they
become automatic habit.
Communication Process Through Models
TRANSMISSION MODEL AUTOMATICITY - it is a state where our minds operate
● representation of communication as an attempt to answer without a conscious effort from us.
the question “Who says what to whom, through what
medium, and with what effect?” When we are emotionally desensitized, we reach our empathy
● Relatively straightforward. limit.

RITUAL OR EXPRESSIVE MODEL DESENSITIZATION

● the communication is ritualized because the meaning is To not experience an emotional response to something after
suggested more than explicitly stated and the repeated exposure to it.
understanding of it, though connotative, is mutual.
“EVERYTHING THAT IS REPETITIVE EVENTUALLY
PUBLICITY MODEL LOSES ITS POWER”
● the communication involves audiences as “spectators”
rather than participants or information receivers. MOVIE AND TELEVISION REVIEW AND
● Attention is the measure of how successful the CLASSIFICATION BOARD (MTRCB)
communication has transpired. Mission: To encourage value-based media and entertainment
culture
RECEPTION MODEL
● communication as an open process, which means that Vision: To provide age-appropriate media as an indispensable
messages sent and received are open to various tool for moral recovery and nation building
interpretations based on context and the culture of the
receiver. MEDIA CRITERIA MEDIA RATINGS
● Encoder - produces and sends messages T - Theme ● RATED G
● RATED PG
● Decoder - receives and interprets messages L - Language ● RATED SPG
N - Nudity
MEDIA S - Sex ● RATED G
● The main ways that large numbers of people receive V - Violence ● RATED PG
● RATED 13
information and entertainment that is internet, newspapers, H - Horror ● RATED 16
periodicals, magazines, journals, billboards, film. D - Drugs ● RATED 18
● Means of distributing texts and messages to a large mass
of people. “G” or GENERAL AUDIENCE● RATED–XSuitable for all ages. Does
not contain anything unsuitable for children, and safe to be
INFORMATION viewed without adult guidance or supervision.
● As a broad term that can cover data, knowledge derived
from study, experience, or instruction, signals or symbols. “PG” or PARENTAL GUIDANCE – Parental Guidance may
contain some adult material but may be permissible for children
LITERACY to watch under the guidance and supervision of a parent or an
● Equivalent to a skill adult.
● Ability to identify, understand, interpret, create, and
communicate using printed and written materials “SPG” or STRONG PARENTAL GUIDANCE – May
associated with varying contexts. contain more serious topic and theme. May not be advisable for
children to watch thus requiring greater parental responsibility.
WHAT IS OUR SUBJECT ALL ABOUT?
MEDIA AND INFORMATION LITERACY Age-verification process:
G - no need for age-verification
MEDIA LITERACY PG - patron below 13 years old should be accompanied by a
● When you understand and use various media forms to responsible adult
access information, you consider yourself media literate. R -13 - no patron below 13 years old
R -16 - no patron below 16 years old
R -18 - no patron below 18 years old
RATED X - not for public exhibition.

INFORMATION LITERACY 8 TYPOLOGY OF MEDIA LITERACY

● Able to recognize when information is needed and to LANDI ECS
locate, evaluate, effectively use, and communicate it in its
various formats. ACQUIRING FUNDAMENTALS
● There are other people and physical entities aside from one
TECHNOLOGY LITERACY self.
● Able to utilize different “digital technology, LANGUAGE ACQUISITIONS
communication tools or networks to locate, evaluate, use, ● Recognizing speech sounds, signs, symbols, and gestures.
and create information.”
NARRATIVE ACQUISITIONS
● Recognizing the difference between fiction and non-
fiction.

DEVELOPING SKEPTICISM
Discounting claims in ads.

Psychological Pricing
Charm/Odd Pricing
Charm Pricing/ Odd Pricing - This involves using pricing that
ends in 1, 3, 5, 7, and 9. In charm pricing, the left digit is
reduced from a round number by one percent.
BOGOF
BUY ONE GET ONE FOR FREE - this is the pricing strategy
in which customers pay the full price for one product or service
to get another for free.
Comparative Pricing
Comparative Pricing - Placing expensive next to standard. It is
tagged as the most effective psychological pricing strategy. This
is simply involves offering two similar products simultaneously
but making one product’s price much more attractive than the
other.
Discount Pricing
Discount Pricing - The strategy where you mark down the
prices of your merchandise. The goal of a discount pricing
strategy is to clear old inventory from your business and
increase sales.
Prestige Pricing
Prestige Pricing - it is the complete opposite of odd or
charming pricing because it involves making all numerical
values into rounded figures. It will give a sense of superiority to
the product.
INTENSIVE DEVELOPMENT
● Strongly motivated to seek out information that you are
skeptic about.
EXPERIENTIAL EXPLORING
● Strongly motivated to seek out different contents and
narratives.
● You are finding your interest.
CRITICAL APPRECIATION
● Accepting messages on their own terms then evaluating
them within that sphere.
● Processing and articulating the message.
SOCIAL RESPONSIBILITY
● Taking a moral stand.
● Believing that the message you will give can make a
constructive impact on society.
1) Tribal Age - where hearing was the predominant and most
valuable sense of reception.
2) Literacy Age - where the sense of sight was dominant.
3) Print Age - which meant mass-producing written texts.
4) Electronic Age - is the age of sound tactile sense of
reception.
5) Information Age - known as digital or new media, this is
a time in human history where everything relied heavily in
the use of computers to run major industries.
6) Infrastructure Age - digital technology and internet
become pervasive.
● there is more involvement in the cyberspace
● internet banking transactions and online purchase are the
proofs to this.
Society shapes Technology vs.Technology shapes Society
● technology is a product of need of humans. If there is no
need for the technology, or it does not have a practical use,
it will perish.
Traditional vs. New Media
Traditional Media - the media experience is limited and the
sense of receptors used are very specific.
New Media - the experience is more interactive, the audiences
are more involved and are able to send feedback
simultaneously.
● integrates all the aspects of traditional media.
4 Main Categories of New Media
1) Interpersonal communication media - The relationship
established and reinforced may be more important than
information conveyed.
2) Interactive play media - video and computer-based
games, plus virtual reality devices compose this category.
3) Information search media - the Internet and the World
Wide Web become repositories or sources of a vast
collection of information that can be accessed real-time
despite geographical location.
4) Collective participatory media - sharing and exchanging
information, ideas, and experiences and developing active
personal relationships.

Evolution of Media
The McLuhan Mantra
● Marshall McLuhan- famous for the phrase
● “the medium is the message”

Hot and Cold Media

Hot media - refers to forms requiring little involvement from
the audience and examples include film and television.
Cold media - those with high-level user interactivity
Experience is more dynamic and audience is more involved.

Milestones to Media Evolution

TLPEII