MODULE 3:

INFLUENCE OF
MASS COMMUNICATION in
CONTEMPORARY SOCIETY
 Contemporary Society

A contemporary society is defined as

a setting characterized by
technological innovation and
increasing human interconnection
and globalization.
 It brings about changes such as
increased life expectancy, literacy and
gender equality, bringing a natural
equilibrium.

Reporter : Yambot, Raymart Christian S.

 Definition for Communication

 Communication is the activity of conveying information.

 Communication has been derived from the Latin word “communis”,meaning to share.
 Communication requires a sender, a message, and an intended recipient, although the
receiver need not be present or aware of the sender’s intent to communicate at the time
of communication; thus communication can occur across vast distances in time and space.
 The communication process is complete once the receiver has understood the message of
the sender.
 Feedback is critical to effective communication between parties.

Reporter : Yambot, Raymart Christian S.

 Types of Communication Interpersonal, Non Verbal,
Written Oral Video Lesson Transcript Stud

 Visit the video link here

Reporter : Yambot, Raymart Christian S.

 Elements of communication

 There are seven elements of communication:

 1) Source idea
 2) Message
 3) Encoding
 4) Channel
 5) Receiver
 6) Decoding
 7) Feedback

Reporter : Yambot, Raymart Christian S.

 Communication Cycle

 Watch the video here of the communication cycle.

Reporter : Yambot, Raymart Christian S.

 Mass Communication

 Mass communication is a process in which a person, group of people, or an organization

sends a message through a channel of communication to a large group of anonymous and
heterogeneous people and organizations.
 Mass communication is one-to-many, with limited audience feedback.
 Channels of communication include
 broadcast television,
 radio,
 social media,
 and print.

Reporter : Yambot, Raymart Christian S.

 Mass Media

 Mass media is communication—whether written, broadcast, or

spoken—that reaches a large audience.
 This includes television, radio, advertising, movies, the
Internet, newspapers, magazines, and so forth.

Reporter : Yambot, Raymart Christian S.

 What the Mass Media can do?

 The mass media can widen horizons.

 The mass media can focus attention.
 The mass media can raise aspirations.
 The mass media can create a climate for development.
 The mass media can confer status.

Reporter : Yambot, Raymart Christian S.

 PRINT MEDIA
(BOOKS, NEWSPAPER AND
MAGAZINES)
 PRINT MEDIA

 Print media are traditional mass media published on paper.

 The concept not only includes the published products but also regards the
organizational context shaping the journalistic routines and norms behind
the printed products.
 Print media represents the oldest and the most widespread type of mass
media because as opposed to electronic media it does not require an
elaborate technical infrastructure on the part of the user. It mainly
comprises of newspapers and magazines.

Reporter : Lopez, Immanuel

 Early Print Media

 Technology influences what formats are possible in media, but it

does not define their contents.
 For example, novels flourished with printing because
mechanical reproduction allowed quantities of books to be
produced less expensively.

Reporter : Lopez, Immanuel

 The Evolution of Print Part 1

 Please watch the video below about “Evolution of Print”

Reporter : Lopez, Immanuel

 Watch The evolution of the book –
Julie Dreyfuss

Reporter : Lopez, Immanuel

 History of Printing

 There was a time when people used

to write on palm leaves.
 This was before the discovery of
paper.
Old Manuscript on palm leaves
 Some of the old manuscripts written
on palm leaves are preserved in our
National Manuscript Library in Delhi.
A palm leaf manuscript in Nandinagari script

Reporter: Lopez, Immanuel

 History of Printing

 The Chinese were the first to invent the art of printing.

 They made wooden blocks to print letters.
 This was started during the period of the Tang Dynasty in 600 AD.
 The oldest known surviving printed work in a woodblock is a
Buddhist scripture of 684 AD. It is now exhibited in a calligraphy
museum in Tokyo, the capital of Japan.

Reporter: Lopez, Immanuel

 HISTORY OF PRINTING

 Thefirst printed book published

in China was the Buddhist text,
the “Diamond Sutra” by Wang
Chick in 868 AD.
 Some copies of the Buddhist
scriptures printed in 1377 are
preserved in museums in China.

Reporter : Manalastas, Paul Vincent

 HISTORY OF PRINTING

 Block printing came to Europe by 1300.

 It is believed that Johannes Gutenburg of
Germany had developed printing technology
around 1439.
 Gutenburg also invented an oil-based ink for
printing.
 He printed the Bible in 1450.
 It was in the Latin language and had 1282 pages
.He used movable printing blocks for the book.

Reporter : Manalastas, Paul Vincent

 HISTORY OF PRINTING

 Printing technology came to India in 1556.

 It was the Jesuit priests who brought this
technology to our country.
 The first book printed in India was in
Portugese language in Old Goa.
 It was Doctrina Christa by St. Francis
Xavier.

Reporter : Manalastas, Paul Vincent

 AFTER GUTENBERG

 The invention of the first rotary press in 1846 was a significant

advancement in printing.
 Unlike previous presses that printed on single sheets of paper one sheet at
a time, rotary presses used rotating cylinders of type to print on both sides
of large, continuous rolls of paper.
 Typesetting, however, remained a slow, manual process until linotype
machines were introduced, which cast entire lines of type from molten
lead instantly.

Reporter : Manalastas, Paul Vincent

 AFTER GUTENBERG
 Lithography speeded the printing of illustrated pages
by replacing engraving with a type of chemical etching.
 Photoengraving transformed illustrated publications by
chemically etching images onto the surface of metal
plates through a photographic process, a vast
improvement over handmade lithographs.
 After World War II, offset printing was introduced so an
entire page of print, complete with illustrations, could
be photographed and the photographic image
transferred to a smooth metal plate with chemically
etched images that could be inked and printed.

Reporter : Manalastas, Paul Vincent

 Publishing in the Information Age

 The computerization of the layout and paste-up

process further simplified printing, as did the digitizing
of photographs so that they could be edited and placed
on a page electronically.
 Now most magazine titles are produced with
computer-to-plate technology.
 Computer-to-plate technology transfers page images
composed inside a computer directly to printing plates.
 Scanners to digitize photos became cheaper. Software
enabled users to lay out pages on a personal computer.
Reporter : Manalastas, Paul Vincent
 Publishing in the Information Age

 Photocopying technology made offset printing unnecessary, at least in low volume

applications.
 Similarly, high-speed laser printing has done much to decentralize print media. Now, almost
anyone with a personal computer can produce his or her own books, magazines, “fanzines,”
flyers, and posters.
 Another Information Age innovation, custom publishing, takes advantage of the flexibility of
computer-based publishing to print selected parts of books for special purposes.
 For example, publishers of college texts can print just the chapters of a textbook that an
instructor requests. Custom publishing also has been extended to print-on-demand
technology.

Reporter : Mercurio, Lorraine

 Publishing in the Information Age

 The advent of the electronic cash register has

transformed the publishing industry.
 For book publishers, electronic bar-code scanners
are transforming how best-seller lists are compiled.
The conventional method for compiling such lists
was to poll bookstore clerks by phone, a method
that neglected some important book outlets (such
as airports and grocery stores) and that may have
been influenced by the clerks’ own tastes in
literature.

Reporter : Mercurio, Lorraine

 E-PUBLISHING
 Google’s digitization of printed books, Kindle’s impact
toward society’s acceptance of e-books, and printing books
on demand.
 E- commerce on the Internet—the ability to buy and sell
online—also has a
 major impact on publishing.
 With such virtual bookstores as Amazon, shoppers
“browse” and buy printed books and have them delivered
without leaving home.
 Virtual bookstores “remember” your purchases and
recommend other books that you might like to read—it’s
almost like having a personal librarian
Reporter : Mercurio, Lorraine
 SUPERBOOK

 Technology has allowed

companies like Amazon and
Apple to create the electronic
book, a device that can hold
the equivalent of hundreds of
books in a compact package
weighing only a few ounces.

Reporter : Mercurio, Lorraine

 BACKLIST

 In addition, the vast inventories and searchable

databases of the Internet give new life to backlist,
or older, books that can be found from small
publishers, who may not have the resources to have
their own bookstore.
 Large companies, such as Google, have taken
advantage of the Internet to make orphaned books
—old books whose authors are unknown—available
for a price and they get to keep the royalties!

Reporter : Mercurio, Lorraine

 COURSESMART/OPEN COURSEWARE

 CourseSmart is a company that lets students

download or read and highlight textbooks online
for about half the cost of a printed textbook. Still
other authors don’t care about royalties or
printing their books.
 OpenCourseWare at MIT shares textbooks and
other material online. Connexions goes a step
further and allows instructors and students to
mix and edit material as long as the originators
are credited.

Reporter : Mercurio, Lorraine

 Readers Ebook
 Some like the tactile feel of a book, whereas others are
taking advantage of digital books.
 E-books are not always convenient to read on a
computer. Thus, e-readers are becoming more popular.
However, getting digital rights to written works has been
difficult, and no reading tool has satisfied the public.
 Companies involved with e-books are trying to develop
ways to avoid people’s swapping of copyrighted works
online—the problem that the music industry initially
encountered with Napster.com
Reporter : Pacuribot, Vincent
 CHALLENGES FACING NEWSPAPER TODAY

 Publishers and journalists today face

worrisome issues, such as the decline in
newspaper readership and the failure of
many papers to attract younger readers.
 However, other problems persist as
newspapers continue to converge with the
Internet and grapple with the future of
digital news.

Reporter : Pacuribot, Vincent

 Blogs Challenge Newspapers Authority Online

A blog (a shortened version of “weblog”) is an online journal or

informational website displaying information in the reverse
chronological order, with the latest posts appearing first, at the top.
 It is a platform where a writer or a group of writers share their views on
an individual subject.
 A blogger is someone who runs and controls a blog. He or she shares his
or her opinion and knowledge on different topics for a target audience.

Reporter : Pacuribot, Vincent

 MAGAZINES

 Magazines also offer advertisers an

opportunity to incorporate various new
techniques and ideas.
 Magazines are one such form of print
media that give a more specific target
group to the client. The client can make a
choice of the particular magazine as per
the product.

Reporter : Pacuribot, Vincent

 Magazines Advantages
 Communication
 Can communicate mass info
 Long issue life
 Targeting
 Context
 Color Quality
 Good for Coupon promotions
 Prestige
 Magazine can improve image

Reporter : Pacuribot, Vincent

 Threats to the Magazine
Industry
 The increase in media choices
draw consumers away from
magazine purchases
 Specialized cable channels (Food
Network, CNBC, Golf Channel)
compete for viewers attention of
special interests
 The internet provides free content
vs. paying for it at the newsstand
Reporter : Pacuribot, Vincent
 Magazine Trends

 Artwork is playing an increasing role in magazine design and layout

 ex- Photos are used as backgrounds, enhanced

 Non traditional fonts engage the reader
 Advertising drives many of the industry’s innovative trends

 Create interesting ways for their message to rise above the noise
 Find ways to squeeze more revenue from their product
 Magazines tie online content to their print editions

Reporter : Martinez, Vinamar

 MAGAZINE ECONOMICS

 Magazines are a targeting medium. But to be profitable, they strive for the
largest possible audience they can reach within their potential target—or
market—group, and they still follow such economic rules as economies of
scale.
 The three main ways that magazines make money are

 circulation and subscription,

 classified advertising and
 print advertising.

Reporter : Martinez, Vinamar

 MAGAZINE CIRCULATION AND
ADVERTISING
 Magazine Advertising. Print ads that run in local or national
magazines. When it comes to magazine advertising, most
people think of the large, glossy, national publications full of big
brand advertisers.
 Circulation is the number of paid subscribers that magazines
and newspapers have.

Reporter : Martinez, Vinamar

 MAGAZINE DISTRIBUTION AND
MARKETING
 Consumers get their magazines by subscriptions or at retail outlets, such
as supermarkets and newsstands.
A crucial link between publishers and retailers is magazine wholesalers
and distributors.
 Many retailers simply take what the wholesaler delivers, because the
wholesalers have the capability to do their own market research or the
staff to do selective ordering. So these distributors have a great influence
on whether a new magazine gets to newsstands and reaches the public.

Reporter : Martinez, Vinamar

 The Digital Era

 In digital communication, images, texts, and sounds are converted

(encoded) into electronic signals (represented as varied
combinations of binary numbers—ones and zeros) that are then
reassembled (decoded) as a precise reproduction of, say, a TV
picture, a magazine article, a song, or a telephone voice.
 On the Internet, various images, texts, and sounds are all digitally
reproduced and transmitted globally.

Reporter : Martinez, Vinamar

 Media Convergence in the Digital Era

 The first definition of media convergence involves the

technological merging of content across different media
channels—for example, the magazine articles, radio programs,
songs, TV shows, and movies now available on the Internet
through laptops, iPads, and smartphones.

Reporter : Martinez, Vinamar

 Media Convergence in the Digital Era

A second definition of media convergence—sometimes called cross

platform by media marketers—describes a business model that
involves consolidating various media holdings, such as cable
connections, phone services, television transmissions, and Internet
access, under one corporate umbrella.
 The goal is not necessarily to offer consumers more choice in their
media options, but to better manage resources and maximize profits.

Reporter : Alarcon, Carl Francis

 Online Journalism
 The term ‘online journalism’ means publishing journalistic
content and news stories—in all their sorts—on the Internet.
 Oxford Dictionary of Journalism by Harcup specifies that
‘online journalism’ includes various kinds of news that are
disseminated via websites, social media, RSS channels, e‐
mails, newsletters and other forms of online communication.
 Online journalism, being in sharp contrast with the more
traditional ways of journalistic information dissemination
related to the press, allows the producers to present news in
a non‐linear way; the recipients are able to choose when and
how they want to receive the news

Reporter : Alarcon, Carl Francis

 Emerging Trends in Mobile Journalism

 ‘Mobile journalism’ is a specific type of

journalistic production where news in various
forms (text, audio‐visual recording and the
like) are disseminated through the Internet
and displayed on screens of portable devices,
mostly mobile phones and tablets.
 Increasing importance of mobile journalism
is associated with development of the mobile
Web and innovative products offered by
global telecommunication operators
Reporter : Alarcon, Carl Francis
 Citizen Journalism
 Is conducted by people who are not professional journalists but who
disseminate information using Web sites, blogs, and social media.
 Citizen journalism has expanded its worldwide influence despite continuing
concerns over whether citizen journalists are as reliable as trained professionals.
 Citizens in disaster zones have provided instant text and visual reporting from
the scene. People in countries affected by political upheaval and often in
countries where print and broadcast media are controlled by the government
have used a variety of technological tools to share information about hot spots.

Reporter : Alarcon, Carl Francis

 Dangers of Citizen Journalism

 Significant number of unqualified

people are doing journalism
without permission from anyone.
 No authorities to enforce rules
and codes.
 Susceptible to information
overload.

Reporter : Alarcon, Carl Francis

 Social Media as News Sources

 Not only are users reading news on social media, but they are
also participating in the sharing and telling of stories. ...
However, while social networking sites are a popular media
through which to access news, Pew Research found that users
on these sites spend significantly less time engaging with the
news they read.

Reporter : Alarcon, Carl Francis

 Reliable News on Social Media

 People say that with great power comes great responsibility.

 Some journalists misused their power, but many journalists
became journalists to be able to report the facts and share
reliable news.
 Most people who shared what was happening on social
media never stopped to check the facts.
 The truth grew ever increasingly subjective. Which leads to
the remembrance of another great quote by George Carlin.
 “Never underestimate the power of stupid people in large
groups.”

Reporter : Lagnayo, Von Rovic

 Fake news on social media

 People tend to trust what they read in the news, because low and behold, it’s the news,
which is written by trained journalists.
 When Facebook first caught fire, people started spreading images with due warnings
about everything like onions removing flu bacteria from the air if kept in your bedroom.
 People read it and believed it. 
 The same sensationalism that makes gossip go from one neighbor to the next, until the
whole village knows, made fake news travel the world in a matter of minutes. Some
celebrities were dead and then resurrected several times in the past decade as people
have sent their condolences all over social media before finding out that it was a rumor,
not a fact.
Reporter : Lagnayo, Von Rovic
 How fast does news spread on social media?
 Back in 2008 there was an earthquake in China reported on Twitter, significantly before any
other of the more traditional newswires, clearly displaying the advantages in delivering news
quickly and effective, particularly in areas which were harder to access.
 Since then, we’ve seen a growing trend of major news breaking first on social media such as the
death of Bin Laden, the uprisings of the Arab spring and, on a slightly less morbid note, the 2010
Royal Wedding announcement.
 A more recent event, the Las Vegas shootings, was also first reported on social media. No doubt,
people warning of a shooting as soon as it happens is great as it allows for people to take the
action needed, such as not entering Las Vegas/leaving their homes in Las Vegas, providing blood
to hospitals, etc.
 And in the aftermath, social media also acted as a great tool to help raise funds for victims.

Reporter : Lagnayo, Von Rovic

 The Fake News Triangle
 The first requirement: tools and services for
manipulating and spreading the message across
relevant social media networks
 Studying social media also gives us a view of the
relationships between bots and the recipients of
social media promotion on Twitter. This gives us an
idea of the scope and organization of the campaigns
that attempt to manipulate public opinion.
 Finally,
propaganda campaign always comes with the
question: why.

Reporter : Lagnayo, Von Rovic

Reporter : Lagnayo, Von Rovic
Reporter : Lagnayo, Von Rovic