MEDIA AND INFORMATION

LITERACY (MIL)
Types of Media (Part 2)

Mass Media
Media Effects
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).
■ analyze and evaluate the effects of new media to the
youth (SSHS); and
■ 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. Performance Task: Written Work
1. Essay Writing
 VIRAL: “THE UPUAN GIRL”

(Source: http://www.wattafox.com/2016/08/viral-upuan-girl-in-mrt-feels-sorry-for.html)
 What is mass media?

(Source: https://planosophy.wordpress.com/2014/09/25/part-i-debord-social-media/)
 MASS MEDIA AND MEDIA EFFECTS
refer to channels
of communication
that involve
transmitting
Mass Media information in
some way, shape
or the
are form to largeor
intended
numbers of people
unintended
consequences of
Media Effects what the mass
media does
(Denis McQuail,
 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/)
 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
 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/)
 PROPAGANDA?

(Source: http://vote-revolt.com/2016/03/14/americas-mainstream-media-weapons-
of-mass-deception/)
 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 in 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://twitter.com/mar
shtmallow
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 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
PERFORMANCE TASK: WRITTEN WORK
PERFORMANCE TASK: WRITTEN OUTPUT
■ Write an essay about your analysis and evaluation of
the effects of media to the Filipino youth.
■ Your essay must have a title, an introduction, a body
paragraph (1 main argument with 2 examples), and a
conclusion.
■ Not less than 12 sentences
■ Refer to the rubric for criteria and grading.
RUBRIC
Needs
  Very Good Good Poor
Improvement
INTRODUCTIO Well-developed Introductory Introduction Introduction
N introductory paragraph does not was not
Background/ paragraph contains some adequately presented.
Define the contains detailed background explain the  
Problem background information and background of  
information, a states the the problem.   
clear explanation problem, but The problem is  
or definition of does not stated, but lacks  
the problem. explain using detail.  
(5 points) details.  
(2 points)
 (4 points) (0 points)
RUBRIC (cont.)
  Needs
Very Good Good Poor
Improvement
BODY Argument is Argument was Argument was Argument was
PARAGRAPH well developed presented with presented but not presented.
S with supporting some supporting lacks examples.  
Main examples. examples.  
Argument
(4 points) (2 points)
(5 points) (0 points) 
RUBRIC (cont.)
  Needs
Very Good Good Poor
Improvement
CONCLUSIO Conclusion was Conclusion was Conclusion was Conclusion was
N presented. presented. Some presented but no not presented.
Opinions and suggestions for suggestions for  
suggestions for change are change and/or  
change are evident. opinions are  
logical and well included.  
thought out.

(4 points) (2 points)
(5 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/