Week 4

TYPES OF MEDIA
 ABSTRACTION
TYPES OF MEDIA
Print media consists of paper and ink, reproduced in a printing
process that is traditionally mechanical.

The publishing industry, a synonym with print media, could be

classified in general terms into three distinct categories:

1. Newspaper- a printed publication (usually issued daily or weekly)

consisting of folded unstapled sheets and containing news, feature
articles, advertisements, and correspondence. (Oxford Dictionary)
 ABSTRACTION

•The World Association of Newspapers held "Relation", as the first

newspaper published in France in 1605. By this reckoning the
newspapers' history is 400 years old.

•A Swedish government daily newspaper and gazette, the Post-och

Inrikes Tidningar or 'Post and Domestic Times' has been in
circulation for over four centuries. Founded and published in 1645,
it has become the oldest newspaper to still be published.
(https://www.educationworld.in)
 ABSTRACTION
2. Magazine. A magazine is a periodical publication containing a
variety of articles, generally financed by advertising, purchased by
readers, or both.

Magazines are typically published weekly, biweekly, monthly,

bimonthly or quarterly, with a date on the cover that is later than
the date it is actually published.

They are often printed in colour on coated paper,and are bound

with a soft cover.
 ABSTRACTION

3. A book is a collection of paper, parchment or other material with

a piece of text written on them, bound together along one edge,
usually within covers.

Each side of a sheet is called a page and a single sheet within a

book may be called a leaf.

Books became part of the mass media after the printing process
was invented.
 ABSTRACTION
Broadcast media refer to media such as radio and television that
reach target audiences using airwaves as the transmission
medium. Kapamilya network’s ad rates cost P900,000.00 for a 30-second ad during non-
primetime shows and P1.4 million for primetime shows.
Kapuso network’s ad rates only cost P299,000.00 for a 30-second ad during non-
primetime shows and P500,000.00 for primetime shows.
https://www.philnews.ph
•Television. It is believed to be the most authoritative, influential,
exciting medium for reaching very large audience.
It combines visual images, sound, motion and colour
to achieve viewer’s empathy. It allows development of creative and
imaginative ad messages in a unique way.
 ABSTRACTION
•Radio. Is a premier mass medium for users and advertisers. It has
a wide spread reach and delivers the ad message to a large number
of people across the length and breadth of a country.

It is one of the personal medium and offers selectivity, cost

efficiency and flexibility advantages over other media. Efficiency of
radio ad depends upon the precision of script, accompanying
sounds and level of distortion.
 ABSTRACTION
New media are content-organized and distributed in digital platforms (e.g.
Social media).
Another concept that arises with accessing information is the
transformation of various media into a digital code known as media
convergence.

•Cinema is a popular source of entertainment comprising of audience from all

classes and socio - economic groups of society. Films are watched by a
significant number of people everyday. It involves use of cinema halls and
video tapes to deliver the ad message. Similar to TV, it also combines sight,
sound, colour and movement to deliver a creative message.
 ABSTRACTION

•Internet. A worldwide medium that provides means of exchanging

information through a series of interconnected computers.

It involves use of world wide web to showcase a website or e-

commerce portal to the world. It provides a sophisticated graphic
user interface to users and is accessible to anyone with a computer
and broadband connection.”
 ABSTRACTION
Media convergence is the co-existence of traditional and new
media;

the coexistence of print media, broadcast media, the

Internet, mobile phones, a well as others, allowing media content
to flow across various platforms creating a digital communication
environment.
Media Convergence - The Past, Present and Future.mp4
 refer to channels of
ABSTRACTIONare the intended or
communication
unintendedthat
MASS MEDIA AND involve
MEDIA transmitting
consequencesEFFECTS
of what
Media
Mass Media
Effects information in some
the mass media does
way, shape or form to
(Denis McQuail,
large numbers of 2010)
people
 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/kapamil
ya/
 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/)
 ABSTRACTION
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)