Media and

Information
Literacy
Chapter IV
Values, Lifestyles, and
Ideology in media
Learning Objectives
• 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 STAY CURIOUS.
how media can be a purveyor of
ideology.
There is so much for you to learn here.

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 Key Terms

Ideology Attitudes Values

It is a system of beliefs It is the dispositions toward It is a hierarchy of what is

based on a set of positions, social reality. socially important to oneself
ideas, and perspectives. We and the community.
think that most of what we
believe is ingrained in us, but
they are all socially
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 Lesson 1
Making Sense of Media-Making:
Frames of a Story

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 • Media framing can simply be
described as the angle or
perspective from which a news
story is told.
• News is not an exact
representation of reality but rather
a reconstruction from various
angles of a small section of reality.
• Various issues can influence how
What is Media frames are created; not least
Framing? overarching ideologies in societies
or what is often considered
‘common sense.’
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Important Concepts on Frame of Stories

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• In media production, • The use of frames • For news stories, the

frames are tools gets more complicated journalist provides an
utilized by media for more complex angle by which to tell
creators and media messages and the story or a platform
producers to tell their formats. by which to launch
stories. the story.

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Important Concepts on Frame of Stories

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• In other forms of • Frames can be both • Thus, framing is a

media, like the feature
story or the
investigative report,
the frame can be a
powerful organizing
tool for telling stories.
enabling and process of putting
constraining to together the elements to
audiences. 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.

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 There are numerous ways this issue
can be framed.

The law and order Drug misuse as a

frame health issue

Example of Framing
Drug misuse as a Recreational Drugs
social problem should be legal

Drugs Issue
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How the Media Frames
Political Issues

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 ○ In the ever-expanding body of
media effects research, relatively
little attention has been paid to how
news is framed, and still less has
been written on the political
consequences of media frames.
○ A frame is the central organizing
idea for making sense of relevant
events and suggesting what is at
issue.
Framing Political
Issues ○ To identify frames, the informational
content of news reports is less
important than the interpretive
commentary that attends it.
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EPISODIC VS. THEMATIC FRAMING

Episodic Framing Thematic Framing

○ It depicts concrete events that ○ It presents collective or general
illustrate issues. evidence.

○ Television news is routinely reported in the form of specific

events or particular cases — Iyengar calls this "episodic"
news framing — as distinct from "thematic" coverage which
places political issues and events in some general context.
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○ The idea of the media as
agenda-setter was hardly
new.
○ In the late 1960s, Maxwell E.
McCombs and Donald L. Shaw
began studying the agenda-
setting capacity of the news
media in American presidential
elections.
○ They were especially
interested in the question of
information transmission — Shaping the Political
what people actually learn Agenda
from news stories, rather than
attitudinal changes, the
subject of earlier research.
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THE PRO-ESTABLISHMENT MEDIA

Iyengar's contention that the media, through episodic news

framing, deflect accountability from elected officials, and that
their coverage in fact propagates the status quo is widely
substantiated by other scholars.

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The Status Quo
○ Status quo is a Latin phrase meaning the existing state of affairs,
particularly with regard to social or political issues.
○ In the sociological sense, it generally applies to maintain or
change existing social structure and values.
○ With regard to policy debate, the status quo refers to how
conditions are at the time and how the affirmative team can solve
these conditions for example "The countries are now trying to
maintain a status quo with regards to their nuclear arsenal which
will help them if the situation gets any worse.

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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.

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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.
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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.
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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.

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  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
Attitudes favorably or unfavorably to a
situation, event, or a person.

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  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
Lifestyles individual is predisposed to
lead.
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Media and Lifestyles
Media exposes its viewers to lifestyles
that may be different from what they
know.
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Media and Lifestyles

 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.
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Propaganda

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 ○ Propaganda is the deliberate,
systematic attempt to shape
perceptions, manipulate cognitions, and
direct behavior that furthers the desire
of the propagandist.
○ Propaganda is information that is used
to promote or publicize a point of view
or a cause. Propaganda often has the
connotation of being biased or
misleading in some way-not telling the
What is entire truth because of the need to
promote a view, cause, product, or
Propaganda? person.
○ Propaganda is used in a wide variety of
circumstances, but it is perhaps most
recognizable in the political realm.
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Propaganda appeals to its audience in three ways.

1 2 3

• It calls for an action • It suggests that the • It provides a pleasant

or opinion that it action or opinion is feeling, such as a
makes seem wise and moral and right. sense of importance
reasonable. or of belonging.

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 • Advertisements of any
kind are propaganda
used to promote a
product or service. For
example, an ad that
promotes one brand of
Examples of toothpaste over another
Propaganda is an example of
propaganda.

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• Political signs and

commercials are an
example of propaganda.
These promote one
candidate and his views
Examples of over others in the race.
Propaganda

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• The government
produces many kinds of
propaganda. Any kind of
public service
announcements about
Examples of healthy living can be
Propaganda considered propaganda.

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11 Types Of Propaganda &
The Uses Of Each
Propaganda

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○It tries to get the target

audience to jump on
board in order to not "miss
out" on what everyone
Bandwagon else is doing.
Propaganda

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○It is used in politics or

marketing in order to
appeal to the listeners by
way of exaggerating
positive facts and omitting
Card Stacking negative information.
Propaganda

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○It is the strategy in which

a speaker attempts to gain
influence by portraying
themselves as an average
person who understands
and empathizes with a
Plain Folks listener's concerns.

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○It uses well-known or

credible figures to
influence the target
audience.
Testimonial

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○It employs loaded words

and strong slogans to
leave an impact on the
audience receiving the
Glittering message.
Generality

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○It intentionally uses a

pejorative phrase to create
a negative opinion about
another brand.
Name Calling

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○It uses symbols or the

things on which we have
strong beliefs, such as
influential personalities, to
Transfer accept the idea by relating
Propaganda to it.

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○It relies on the power of

repetition.

Ad nauseam

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○It is to target a group of

segments of society and
their certain traits.
Stereotyping

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○It works on the principle

of exploiting audiences’
desires.
Appeal to
Prejudice

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○It uses the fear of people

to convince them to buy
their products.
Appeal to Fear

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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, advocacy, or even
a public personality.
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○ “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 attitude or behavior
because the persuadee What is Persuasion?
has had perceptions
enlarged or changed.”
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 ○ Aristotle determined that
persuasion comprises a
combination of three appeals:
logos, pathos, and ethos. Anyone
seeking to persuade an audience
should craft his/her message with
facts (logos), tapping an
argument's emotional aspect
(pathos), and presenting his/her
Aristotle's Three apparent moral standing (ethos).
Modes of Persuasion
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Types of Persuasion
 ETHOS
- The Greek word ethos means "character."
- A means of convincing an audience via the authority or credibility of the
persuader, be it a notable or experienced figure in the field or even a
popular celebrity.
 LOGOS
- Logos means "word" or "reason" in Greek.
- A way of persuading an audience with reason, using facts and figures.
 PATHOS
- The Greek word pathos means "emotion."
- A way of convincing an audience of an argument by creating an
emotional response to an impassioned plea or a convincing story.
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