MEDIA AND INFORMATION

LITERACY
(MIL)
 LEARNING OBJECTIVES
1. Cite studies showing proofs of positive and negative
effects of media and information on individual and
society.
2. Cite actual personal situations and experiences of
observed and perceived effects of media
information on individual and society.
Direction: Put a check mark on the cell to which you believe the
item may be appropriately categorized:
People as Media People in Media
1. Blogger
2.Television Producer
3. Film Director
4. Print Journalist
5. Business Analyst
6.Magazine Publisher
7. Radio Jockey
8. Online Marketer
9. Advertiser
10. Professor
LESSON : PEOPLE
AND MEDIA
PERSPECTIVES ON
MEDIA EFFECTS
In the media education, the three main
paradigms on effects are
• Direct effect
• Limited effect
• Moderate effect
 The most classic and already debunked
theory on direct effect is the magic-bullet or
hypodermic needle theory which posits that
audiences are devoid of agency on their
media reception and that media is capable of
greatly influencing the attitudes and
behaviours of these audiences without even
realizing it. Audiences are considered
automatons and are at the mercy of media.
Limited effects paradigm - on the other
hand, believes that you are highly capable of
discerning propaganda and that media has
limited capacity to persuade you.
Moderate effects paradigm - is
reconciliatory and is mid-way between the
two.
 Messages shape the way you think
and behave so you should be aware of
the extent of the influence of these
messages and the covert/subtle ways
that they influence you.
PEOPLE IN MEDIA
PEOPLE IN MEDIA
 Media practitioners.
 They provide information coming from their expert
knowledge or first- hand experience of events.
 People in media are those involved in the media forms that
they are primarily engage in print, broadcast, film, new
media, and gaming.
PEOPLE AS
MEDIA
• In this lesson, you are introduced to the idea of
“people media” which may be roughly defined as any
person engaged in the use, analysis, evaluation, and
production of media and information. People media may
be informally categorized as;
People as media ( people serving as the channels of
information).
People in media (media workers who are responsible for
bringing you the information you need).
PEOPLE AS MEDIA
 Any person who is exposed to media messages is also able
to serve as a conduit of information and as influencer of
ideas.
 People who are well-oriented to media sources and
messages and provide information as accurate and reliable
as possible.
 People as media are highly expected to be responsible
disseminators of information.
PEOPLE AS MEDIA
 People serving as the channels of information.
 People as media may or may not be aided by a certain media
technology.
 People as media are manifested through person to person
transfer of content or information.
 People as media rely heavily on networks primarily because
the first set of people who would find you credible would be
the people within your circle.
OPINION LEADERS AS
PEOPLE MEDIA
OPINION LEADERS AS PEOPLE MEDIA
 Highly exposed to and actively using media source of viable
interpretation of messages for lower- end media users
opinions are accepted by a group.
 Opinion leaders are believed to be more influential toward
other people’s opinions, attitudes, and perceptions than the
media from which the message originated.
OPINION LEADERS AS PEOPLE MEDIA
 Opinion leaders are expected to have a first instance of
exposure to the media content especially on topics that they
are more involved in.
 Opinion leaders influence people like themselves rather than
those above or below them in the social order.
CITIZEN JOURNALISM
CITIZEN JOURNALISM
 People without professional journalism training can use the
tools of modern technology and internet to create, augment
or fact-check media on their own or in collaboration with
others.
 It is also known as “public,” “participatory,” “democratic,” or
“street” journalism, citizen journalism occurs when
members of the public become active participants in the
collection, reportage, analysis, and dissemination of news
and information to other citizens.
CITIZEN JOURNALISM
 A specific form of both citizen media and user generated
content.
 Citizen journalists are able to provide immediate and,
oftentimes, real-time information on events that
mainstream reporters would normally have no instant
access to.
 SOCIAL
JOURNALISM
SOCIAL JOURNALISM
 Journalists are using social media to make their content
available to more people.
 Social Journalism is likened to open publishing where
readers intentionally or unwittingly contribute content just
by sharing through their online social media accounts.
 Social Journalism becomes a viable source of information
only when properly vetted or verified because the audience
become more involved in contributing.
SOCIAL JOURNALISM
 Journalists are using social media to make their content
available to more people.
 Social Journalism is likened to open publishing where
readers intentionally or unwittingly contribute content just
by sharing through their online social media accounts.
 Social Journalism becomes a viable source of information
only when properly vetted or verified because the audience
become more involved in contributing.
VI. CROWDSOURCING
CROWDSOURCING
 The practice of obtaining needed services, ideas, or content
by soliciting contributions from a large group of people and
especially from the online community.
 Crowdsourcing is especially useful in business situations
because ordinary people can provide information to
organizations regarding “new ideas and solutions, deeper
consumer engagement, opportunities for co-creation,
optimization of tasks, and reduced costs. Letting crowds
become contributors of information.
 “If people in the media cannot
decide whether they are in the
business of reporting news or
manufacturing propaganda. It is all the
more important that the public
understands the difference and
chooses their news sources
accordingly”
-Thomas Sowell
Directions: Identify each of the following individuals whether s/he
is under the category of people as media or people in media. Write
“PAS” for People As Media and “PIN” for People In Media.
1. Facebook User
2. Your Classmate
3. News Reporter
4. Radio Commentator
5. Movie Director
6. SHS Teacher
7. You tubers
8. Print Journalist
9. Independent Blogger
10. College Professor
LET’S TRY THIS!
1.What is the common between
people as media and people in
media?

2.Difference between people in media

& people as media?