VIOLENCE, CONSUMERISM,

AND MASS MEDIA

MAGAMPON, BELZA, SEBASTIAN, REYES, MONTEROLA, PATRIARCA

GROUP 04
 The Reporters

MAGAMPON, CARILLE ANNE PATRIARCA, RALPH REYES, KRISTEL

 The Reporters

MAGAMPON, CARILLE ANNE PATRIARCA, RALPH REYES, KRISTEL

 VIOLENCE, CONSUMERISM,
AND MASS MEDIA

MAGAMPON, BELZA, SEBASTIAN, REYES, MONTEROLA, PATRIARCA GROUP 04

 Most people think that the
VIOLENCE, CONSUMERISM,
mass media especially
AND MASS MEDIA
television has a pervasive
effect on society, especially
on children. Today it is not an
exaggeration to say that
younger generations are
shaped more by the mass
media more than their genes.
MAGAMPON
This is especially true when one
considers the pervasive presence of
internet-mediated technology in the
lives of young people. In effect,
people have often blamed the mass
media for shaping the violent
behavior of children. Violent
behaviors are also commonly
associated with watching movies and
television.
GROUP 04
 The media process does not
VIOLENCE, CONSUMERISM,
merely interact with the rest
AND MASS MEDIA
of society; it has a major
impact on how the rest of
society understands and
imagines itself. McGuire
(1986) noted several of the
most commonly mentioned
intended media effects:
MAGAMPON
(a)The effects of advertising on
purchasing
(b)The effects of political campaigns
on voting
(c)The effects of public service
announcements on personal behavior
and social improvement
(d)The effects of propaganda on
ideology
(e)The effects of media ritual on social
control
These media effects work together to
shape the behavior and thinking of
people.
GROUP 04
 VIOLENCE, CONSUMERISM,
AND MASS MEDIA

One of the most important influences of the mass media is on the socialization of children. By
providing “role models” and stereotypes, children often adopt these models and stereotypes as
they engage with their families and friends. According to the American Academy of Pediatrics
website (AAP), children between the ages of 2 and 18 spend an average of three hours each
day watching television. A three-year National Television Study, reported by the AAP, found
that children’s shows had the most violence of all television programming. Statistics read that
some cartoons average 20 acts of violence in one hour, and that by the age of 18, children will
have seen 16,000 simulated murders and 200,000 acts of violence on television. Young people
are especially in jeopardy of the negative effects of television violence because “many
younger children cannot discriminate between what they see and what is real”

MAGAMPON
GROUP 04
 FIRST, sample evidence supports the
VIOLENCE, CONSUMERISM,

contention that children can do and learn

aggressive behaviors and attitudes from
AND MASS MEDIA

Recent reviews of the media viewing violence on television.

violence research have
concluded that there are three
SECOND, those who view relatively high
primary effects of viewing levels of televised violence develop an
violent television increased and exaggerated fear of
programming on children. becoming a victim of violence.

FINALLY, viewers of television violence

have shown a tendency to become
desensitized to violence.

MAGAMPON
GROUP 04
 VIOLENCE, CONSUMERISM,
AND MASS MEDIA

Among Filipino children, the picture is different. According to the New

Generations 2012 survey of Cartoon Network, led by Duncan Morris. “Filipino
children are clear about what they want and don’t want.” Morris says, Filipino
children have firm preferences on what gadgets they like to use, what TV shows
they like to watch, and what activities they want to do. In terms of access to
gadgets, the internet, and related technology, Filipino children are ahead of their
peers in more developed countries in Asia-Pacific.

MAGAMPON
GROUP 04
 MASS MEDIA
AND YOUTH CULTURE

PATRIARCA GROUP 04
 MASS MEDIA
AND YOUTH CULTURE

PATRIARCA GROUP 04
 MASS MEDIA
AND YOUTH CULTURE

In the review of literature done by Lanuza (2003) , regarding

the mediatization of the youth , he observes that "mass media
exhibits ambivalent character in relation to the formation of
youth culture". Hence studies on youth and values promoted by
television would show the propagation of traditional Filipino
values such as respect for elders, family solidarity, and
reverence for authorities. Furthermore, Lanuza shows that
"mass media today, largely through advertising, operates as the
major harbinger of late modern culture".

PATRIARCA GROUP 04
 MASS MEDIA
AND YOUTH CULTURE

Mass media also impact on the way young people spend their leisure.
Today's youth are fond of going to shopping malls rather than hanging
at historic places and public parks. Moreover, many young Filipino
prefer to play online games than engage in traditional physical sports
and games. Among the major findings of the survey, Internet Access
and Use by Filipino Schoolchildren, conducted by the Asian Institute
of Journalism and Communication (AIJC) ,commissioned by
UNICEF in 2009, is that online gaming is another favorite pastime of
the Filipino youth with almost 8 of 10 schoolchildren connected to the
net playing online games.

PATRIARCA GROUP 04
 MASS MEDIA
AND YOUTH CULTURE

PATRIARCA GROUP 04
 MASS MEDIA
AND GENDER STEREOTYPES

REYES GROUP 04
 what is GENDER STEREOTYPE?

MASS MEDIA
AND GENDER STEREOTYPES
A gender stereotype is a
generalized view or
preconception about attributes or
characteristics, or the roles that Whether overtly hostile (such as “women
are irrational”) or seemingly benign
are or ought to be possessed by, or
(“women are nurturing”), harmful
performed by, women and men. A
stereotypes perpetuate inequalities. For
gender stereotype is harmful
example, the traditional view of women
when it limits women’s and men’s
as care givers means that child care
capacity to develop their personal
responsibilities often fall exclusively on
abilities, pursue their professional women.
careers and/or make choices about
their lives.

REYES GROUP 04
 MASS MEDIA
AND GENDER STEREOTYPES

Further, gender stereotypes compounded and intersecting with other

stereotypes have a disproportionate negative impact on certain groups
of women, such as women from minority or indigenous groups,
women with disabilities, women from lower caste groups or with
lower economic status, migrant women, etc.

Gender stereotyping refers to the practice of ascribing to an individual

woman or man specific attributes, characteristics, or roles by reason
only of her or his membership in the social group of women or men.
Gender stereotyping is wrongful when it results in a violation or
violations of human rights and fundamental freedoms.

REYES GROUP 04
 MASS MEDIA
AND KNOWLEDGE
PRODUCTION

MAGAMPON, BELZA, SEBASTIAN, REYES, MONTEROLA, PATRIARCA

GROUP 04
 The Reporters

SEBASTIAN, LANCE ADRIEL BELZA, HERLYN MONTEROLA, JEA JADINE

 The Reporters

SEBASTIAN, LANCE ADRIEL BELZA, HERLYN MONTEROLA, JEA JADINE

 MASS MEDIA
AS TOOL FOR PROPAGANDA

SEBASTIAN GROUP 04
 Aside from reinforcing existing social
AND TOOL FOR PROPAGANDA
stereotypes and prejudices, mass media
is also a powerful tool in disseminating
certain political ideas. In some
countries, the mass media is strictly
MASS MEDIA
regulated by the government.
Autoritarian states usually use the mass
media for its project of nation-
building. Hence, it constantly watches
over oppositions and protests in
alternative platforms of mass media.
Mass media can also be used to
strengthen national interests.
SEBASTIAN
Mass media can also be
used to inform people
about corruption and can be
a catalyst for social change
as in the case of toppling
Marcos regime during the
Edsa People Power in
1986. In this sense, mass
media can perform three
functions:
1.Conservative institution
2.Progressive institution
3.Transformative
institution
GROUP 04
AND TOOL FOR PROPAGANDA
But mass media generally
has the function of
maintaining the status quo
MASS MEDIA
by controlling the
information that goes to the
audience. This mass media
influence on the audience is
well elaborated in the
Chomsky and Herman
model of propaganda.
SEBASTIAN
Herman and Chomsky (1998)
argue that mass media do not
simply provide objective
information and images.
These information and
images are already pre-
selected, edited, and screened
out before they are presented
and consumed by the
audience.
GROUP 04
In the case of the Philippine press, Rosalinda Pineda-
Ofreneo (1986), observed, “No press in the world is exempt
form bias. This includes the Philippine press. In fact, many
local critics have complained of canned or managed news
which necessarily reflect the bias of these sources. One
factor behind this is the rise of public relations men who act MASS MEDIA
not only as image builders but also as outright censors. In the AND TOOL FOR PROPAGANDA
latter capacity, they limit the freedom of access to
information to a great extent. Local publishers, editors,
columnists, reporters and all other people who have a say in
the running of a newspaper can also serve as sources of bias
because they likewise have particular interests and
viewpoints to advance”.

SEBASTIAN GROUP 04
 MASS MEDIA
AND THE SOCIETY OF
SPECTACLE

BELZA GROUP 04
 MASS MEDIA
AND THE SOCIETY OF
SPECTACLE

Mass media do not only maintain the status quo by disseminating

propaganda, they can also make and unmake the career of
politicians in any age of society as spectacle term coined by Guy
Debord (1931-1994), a French artist and social critic, spectacle or
media images dominate politics in modern societies. The media are
complicit in the generation of spectacle politics, redefining politics
as battle for image, display, and story in the forms of entertainment
and drama.

BELZA GROUP 04
 MASS MEDIA
AND THE SOCIETY OF
SPECTACLE

Some Actor-Politicians in the Philippines

BELZA GROUP 04
 MASS MEDIA
AND THE SOCIETY OF
SPECTACLE

Some Actor-Politicians in the Philippines

BELZA GROUP 04
 MASS MEDIA
AND THE SOCIETY OF
SPECTACLE

In the 1920s, Walter Lippmann described

the emergence of a new professional class
of publicists" and "press agents" standing
between US politicians and the media.
They are now called public relations
consultants. They play a big role in
shaping the image of the politicians
through mass media campaigns and
lobbying.

BELZA GROUP 04
 The 1960 Presidential election won by John Kennedy is a dramatic
example of PR management by mass media. Kennedy's team turned
around the social stigma of Kennedy as a Catholic by showing voters

AND THE SOCIETY OF

that a no-vote is a form of religious intolerance. Bill Clinton's
Democrat media-team adopted and masterfully deployed this

MASS MEDIA
SPECTACLE
knowledge to use a range of media and popular cultural forms to
successfully reach "ordinary people." Secondly, political leaders now
require different attributes to be selected as candidates-they need to
be credible (convincing) television performers, be visually appealing
to voters, and be able to speak in sound bites. They must also be able
to follow scripts designed by spin-doctors. Hence, aspirant leaders
with televisual charisma, backed by good spin-doctors or PR
consultants, can land a neophyte into public office (Louw 2005, p.
150), Maltese (1994), a scholar writing about politics and PR
explains the failure of Nixon in his fight against Kennedy:

BELZA GROUP 04
Although Nixon had been a 1950s pioneer in using

AND THE SOCIETY OF

television, he ironically lost this crucial debate because he
failed to pay attention to his TV appearance-- he would not

MASS MEDIA
SPECTACLE
wear makeup; his shirt was too large his suit the wrong color
and he slouched Kennedy's appearance, on the other hand,
was masterfully executed: the image millions saw was that
of a nervous, haggard, sweating Nixon vertus a relaxed,
robust, confident Kennedy What the two candidates said no
longer mattered (p. 16).

BELZA GROUP 04
 MEDIATIZATION
OF SOCIAL LIFE

MONTEROLA GROUP 04
 MEDIATIZATION

?
OF SOCIAL LIFE

N
O
TI
ZA
TI
The mass media, through the influence of larger
IA

advertising companies, generate images called

ED
M

it refers to the pervasive "spectacle" by the French sociologist, Guy Debord.

s
ti

effects of mass media on "Spectacles", in turn, from a life of their own that
ha
w

how people see and pre-defines and determines the way people look at
interpret social events. the world and interact with other people.
McDonald's is, thus a cultural ambassador for
Americanization and global capitalism, promoting
the commodity spectacle and its consumer culture
throughout the world.

MONTEROLA GROUP 04
 MEDIATIZATION
OF SOCIAL LIFE

Some sociologists even contend that its process,

business, outsourcing, and standardization have
become the rule for making things efficient. This is
called Mcdonaldization. The term was popularized
by American sociologist, George Ritzer.

Media is powerful in shaping consumer's

preferences and lifestyle. By buying one product
over and against another product, a consumer is
voting for that spectacle or commodity.

MONTEROLA GROUP 04
 The Rise of
Knowledge Society

GROUP 04
 The Rise of
Knowledge Society
It is accepted by most social scientists that we
now live in a fast-changing “runaway world”
where the economic, social, cultural, and
political foundations of societies are being
redefined on a continual basis and
communication media are a central feature of
this globalization process. To the extent that
globalization is constituted in and through
networks and the resulting circulation of
symbols rather than things, then rapid and
endless flow of media products are
emblematic of the process of globalization.
The new age of internet-based mass media ushers in the so-called
“information societ” or “knowledge society”. Unlike in the traditional or
modern societies, the people in “information societies” rely more and more
on the use and access to information rather than on machines and human
labor. People who live in information societies do not just use new
technologies and the new social media. Instead, their lives are immersed in
the culture of these new technologies. The exponential explosion in webs of
communication and information technologies (CITs) has shifted our
primary relationship from face-to-face relations to “interface” with
technological “terminals” of communication. More and more people cannot
live without immersing their lives in these technologies. Consequently, the
CITs accelerate globalization by connecting people and places across
borders and spaces. These new technologies that create virtual
communities, spaces, and identities have changed dramatically the
landscape of human life--- the invention of new crimes in the worldwide
net, democratic access to and sharing of art works, music, books, the
posting of one’s pictures (selfies), and even scandals. Bullying, traditionally
found in the school setting, has also become virtual and pervasive on the
internet.
GROUP 04
The Rise of
Knowledge Society

One consequence of this is quite close to the arguments put forward by Herman and McChesney
that broadcasting is more and more dominated by ‘co-financed and co-produced products. Aimed
at the world markets’ and ‘these mega-corporations are shaping a global space of image flows’.
This has led some sociologists to argue that there is now an emerging global culture that is based
on mass media communication. But, this transnationalization of media is not universal it may
seem. Most news and their sources flow from the first world countries that dominate the
production of global news. But it must also be acknowledged that even when western media
flows to the developing countries, these information and images are also transformed to suit local
needs and culture. This is called glocalization, a term popularized by Roland Robertson, or the
process whereby global commodities and media images are transformed to meet local cultures

GROUP 04
 Cyberdemocracy
and Globalization of
Media

GROUP 04
 • The scope and power of Mass media today is
and Globalization of further extended by the development of ICT.
Cyberdemocracy

• Computer-mediated communication was initiated

in science laboratories in the 1960s, promoted by the
Media

US military in the late 1960s and early 1970s, and

developed further in conjunction with key US
research universities through the efforts of a small
cadre of programmers.
• This development took forms such as ARPANET,
BITNET, and USENET in the 1970s and 1980s, and
exploded throughout the world via the internet in the
1990s.
GROUP 04
 Mobile-cellular subscriptions was estimated to reach almost 7
billion in 2014, corresponding to a penetration rate of about
96%. More than half of these (3.6 billion subscriptions) will be
and Globalization of
Cyberdemocracy

in the Asia-Pacific region.

Media

The Arab Spring was also carried out not only on the streets but
was facilitated by social media networks such as Facebook and
Twitter. It is because of the power of these social media
networks that prompted some governments to regulate their
use.

GROUP 04
Cyberdemocracy
or Digital Divide

GROUP 04
 Manuel Castells defines the digital divide as
Cyberdemocracy inequality of access to the internet “ Access to
or Digital Divide the internet is, moreover, a requisite for
overcoming inequality in a society in which
According to Jodi Dean (2009) “the dominant functions and social groups are
expansion and intensification of increasingly organized around the internet
communication and entertainment networks “The digital divide is, therefore, a symptom of
yield not democracy but something else a much larger and more complex problem-the
entirely: communicative capitalism. problem of persistent poverty and inequality.
Communicative capitalism allows for the In an information society, productivity and
proliferation of divergent opinions and economic growth become more and more
political positions in cyberspace. dependent on the access and use of latest
Inequalities created by the access and use of information technology and computer-
mediated communications. News and public
CITs is called digital divide. The digital
information are readily accessible in the
divide is now
internet.
recognized as an international issue. High
income OECD countries account for over
three-fourths of the world’s internet users. GROUP 04
Cyberdemocracy For example, the AccuWeather application is an American
or Digital Divide Media Company that provides for-profit weather forecasting
services worldwide. It provides daily and hourly updates on
weather condition worldwide. Another good example is
Flipboard.

Politically, access to the internet is necessary for the

democratization and participation of citizens in
modern societies and the globalized world. Social
media and ICTs provide easy access for people to
organize social movements within and outside the net.
GROUP 04
 No longer is it enough to be able to read the printed world; children, youth,
Cyberdemocracy
and adults, too, need the ability to both critically interpret the powerful
or Digital Divide images of a multimedia culture and express themselves in multiple media
forms. The advent of ICTs is also ironic considering that it is supposed to
provide free access and equal opportunities for all, yet it also creates new
oligopolies and corporate monopolies.

Another challenge for government and educational sectors is to

create “a critical media literacy” that can educate young netizens
of the power as well as the sinister effects of new ICTs. People
must be able to maximize the use of information easily retrieved
through the net while being critical of its use including the ethical
considerations in engaging with such technologies.
GROUP 04
Cyberdemocracy
or Digital Divide

Summary
The mass media has the most pervasive influence on people today, especially
among young people who belong to Generation Y or the selfie generation.
Social scientists and scholars have debated among themselves as to the extent of
influence of mass media on the people, especially the young ones. Most of these
effects and influence are felt in gender roles, political life, and individual
behaviors. Mass media today is rapidly changing due to globalization and the
advent of Web 2.0 technologies. The growth of emails, chats, teleconferences,
and other social networking sites is changing the landscape of human
communications and even redefining intimate relationships.

GROUP 04