MEDIA AND INFORMATION

LITERACY (MIL)
Types of Media (Part 2)

Mass Media
Media Effects

MIL PPT 7, Revised: October 6, 2017

LEARNING COMPETENCIES
Learners will be able to…
■ define mass media and media effects (SSHS);
■ discuss and evaluate the different theories on media
effects (SSHS);
■ discuss in class how a particular individual or
society is portrayed in public using different types
of media (MIL11/12TYM-IIId-12).
■ editorialize the effects of new media to the Filipino
youth (SSHS).
TOPIC OUTLINE
I- Mass Media
A. Definition
B. Media Effects
C. Importance of Understanding the Effects of
Media
D. How Media Depicts People in Public
E. Written Work
1. Essay Writing
VIRAL VIDEO

Source:
https://www.youtube.com/wat
ch?v=UkFhnJ11D9Y
https://news.abs-cbn.com/life/multimedia/video/12/28/19/viral-memes-of-2019
 FORMATIVE ASSESSMENT:
CARTOON ANALYSIS

(Source: https://planosophy.wordpress.com/2014/09/25/part-i-debord-social-media/)
 WHAT IS MASS MEDIA?

refer to channels of communication

that involve transmitting
Mass Media
information in some way, shape or
form to large numbers of people
MEDIA EFFECTS
 WHAT IS MEDIA EFFECTS?

are the intended or unintended

consequences of what the mass
Media Effects media does
(Denis McQuail, 2010)
 MEDIA EFFECTS
Third – party Theory
• People think they are more immune to media influence than
others.

Source:
https://ww
w.linkedin.
com/pulse/
death-
human-
conversati
on-awad-
abdelgayo
um
 MEDIA EFFECTS
Reciprocal Effect
• When a person or event
gets media attention, it
influences the way the
person acts or the way the
event functions.
• Media coverage often
increases self-
consciousness, which
affects our actions. Source:
http://www.flickriver.com/photos/billyjo29/tags/kapamily
a/
 MEDIA EFFECTS
Boomerang Effect
• refers to media-induced
change that is counter to
the desired change

(Source: http://uppiddee.com/blog/smiley-faces-
and-the-boomerang-effect/)
 VIRAL: “THE UPUAN GIRL”

(Source: http://www.wattafox.com/2016/08/viral-upuan-girl-in-mrt-feels-sorry-for.html)
 MEDIA EFFECT
Cultivation Theory
(George Gerbner)
• states that media
exposure, specifically to
television, shapes our
social reality by giving
us a distorted view on
the amount of violence
and risk in the world (Source: http://mass.pakgalaxy.com/cultivation-
theory.html)
MTRCB (Movie and Television Review and
Classification Board) is the government
agency responsible for rating television
programs and films in the Philippines.
MOVIE CLASSIFICATION RATINGS

(Source: http://pelikulangayon.blogspot.com/2016/01/what-is-mtrcb-what-mtrcb-does.html)

VIDEO PRESENTATION
MTRCB 2016 Infomercial
https://www.youtube.com/watch?v=6PVFQjIEZ-M
MOVIE CLASSIFICATION RATINGS
 MEDIA EFFECTS
Agenda-setting Theory
(Lippmann/ McCombs and
Shaw)
• process whereby the mass
media determine what we
think and worry about
• public reacts not to actual
events but to the pictures in
our head, created by media
Source: http://lessonbucket.com/media-in-minutes/the-
agenda-setting-function-theory/
 FORMATIVE ASSESSMENT:
CARTOON ANALYSIS

Source: http://www.personal.psu.edu/bfr3/blogs/asp/2013/03/media-influence-stop-it-or-use-it.html
 MEDIA EFFECTS
Propaganda Model of Media
Control
(Herman & Chomsky )
• The model tries to understand how
the population is manipulated, and
how the social, economic, political
attitudes are fashioned in the minds
of people through propaganda.

Source: https://www.amazon.com/Age-
Propaganda-Everyday-Abuse-Persuasion/dp
/0805074031
 WHAT IS PROPAGANDA?
• ideas or statements that are often
false or exaggerated and that are
spread in order to help a cause, a
political leader, a government, etc.
(http://www.merriamwebster.com/dictionary/propaganda)

Source: https://www.amazon.com/War-
Politics-Superheroes-Ethics-Propaganda/dp/
0786447184
 THE ESSENCE
OF PROPAGANDA

(Source: http://inktank.fi/good-and-bad-us-and-them-the-pure-power-of-propaganda/)
 FORMATIVE ASSESSMENT:
RECITATION
Questions
1. How do you know when what is posted in
social media is a propaganda? How do you
react on it?
2. How can you protect yourself from being
influenced by propaganda messages on social
media?
 VIDEO PRESENTATION
Media Effects (2010)
YouTube Channel: Public Sphere
Retrieved October 27, 2016 from
https://www.youtube.com/watch?v=qvgURfZMGoQ

Why is it important to understand how media

effects work?
 CARTOON ANALYSIS

(Source: http://www.cartoonmovement.com/cartoon/13128)
How is this person portrayed in public by
different types of media?

Source: www.philstar.com
How is this person portrayed in public by
different types of media?

Source: www.philstar.com
How is this person portrayed in public by
different types of media?

Source: www.philstar.com
How is this person portrayed in public by
different types of media?

Source:
https://www.ra
ppler.com/prev
ious-articles?
filterMeta=Xan
der%20Ford
How is this person portrayed in public by
different types of media?

Source:
https://philne
ws.ph/2017/0
7/22/jake-
zyrus-
singing-style-
charice/
How is this pair portrayed in public by
different types of media?

Source:
http://
cnnphilippines.
com/life/
entertainment/
television/
2016/07/19/
aldub-behind-
the-scenes.html
How is this pair portrayed in public by
different types of media?

Source:
http://
newsinfo.inqui
rer.net/
935649/
antonio-
trillanes-iv-vs-
mocha-uson-
libel-
administrative-
How is this group portrayed in public by
different types of media?

Source:
http://
www.academia
.edu/
30866752/
FACTORS_AF
FECTING_TH
E_CHILD_BE
GGARS_IN_T
AGUM_CITY
How is this group portrayed in public by
different types of media?

Source:
http://
www.gmanetw
ork.com/news/
lifestyle/
artandculture/
270462/
filipino-
muslims-
celebrate-eid-l-
fitr/story/
How is this group portrayed in public by
different types of media?

Source:
http://
www.rappler.c
om/nation/
119161-ilocos-
norte-nueva-
vizcaya-new-
police-chiefs
How is this group portrayed in public by
different types of media?

Source:
http://
globalnews.fav
radio.fm/tag/
kadamay/
How is this person portrayed in public by
different types of media?

Source:
http://www.soccerallia
nce.ca/Default.aspx?
tabid=523520
WRITTEN WORK
 WRITTEN WORK
■ Write an essay about the..
“Effects of New Media to the Filipino Youth:
Positive or Negative?”
■ Your essay must have a title, an introduction, a body
paragraph (2 supporting arguments with examples),
and a conclusion.
■ Not less than 12 sentences
■ Refer to the rubric for criteria and grading.
RUBRIC
Needs
  Very Good Good Poor
Improvement
INTRODUCTION Well-developed Introductory Introduction Introduction
Background/ introductory paragraph does not was not
Definition of paragraph which contains some adequately presented.
the Issue or contains detailed background explain the  
Problem background information or background or  
information or a states the issue/ the issue/  
clear explanation problem, but problem is  
or definition of does not stated, but lacks  
the issue/ explain using detail.  
problem. details.    
(4 points)  (3 points) (2 points) (0 points)
RUBRIC (cont.)
  Needs
Very Good Good Poor
Improvement
BODY Two One One or two No argument
PARAGRAPHS
Arguments supporting supporting arguments was presented
arguments are arguments is were at all.
presented and well - presented but  
both are well- developed lacks details  
developed and with or examples  
and with examples.  
examples.  
(6 points) (4 points) (2 points) (0 points)
RUBRIC (cont.)
  Needs
Very Good Good Poor
Improvement
CONCLUSION Conclusion Conclusion Conclusion Conclusion
was was was presented was not
presented. presented. but no presented.
Opinions or Opinions or opinions or  
suggestions suggestions suggestions  
for change for change for change  
are logical are evident. are included.  
and well  
thought out.  
(5 points) (4 points) (2 points) (0 points)
REFERENCES
• MIL Curriculum Guide by DepEd
• Media and Information Literacy by Boots C.
Liquigan, Diwa Learning Systems Inc.
• http://
2012books.lardbucket.org/books/a-primer-on-commu
nication-studies/s15-02-functions-and-theories-of-ma
ss.html
• http://www.sociology.org.uk/media_defined.pdf
REFERENCES
• http://zimmer.csufresno.edu/~
johnca/spch100/7-4-agenda.htm
• http://communicationtheory.org/propaganda-model/
• http://www.mtrcb.gov.ph/