MEDIA AND INFORMATION

LITERACY (MIL)
Types of Media (Part 2)
Mass Media
Media Effects

Mr. Arniel Ping

St. Stephen’s High School
Manila, Philippines MIL PPT 7, Revised: June 11, 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).
■ 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
form to large numbers of people

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 Source:
http://www.flickriver.com/photos/billyjo29/tags/kapamil
affects our actions. 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/)
 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
(Source: http://mass.pakgalaxy.com/cultivation-
and risk in the world 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/ma
rshtmallow
How is this pair portrayed in public by
different types of media?

Source:
http://cnnphili
ppines.com/lif
e/entertainme
nt/television/2
016/07/19/aldu
b-behind-the-
scenes.html
How is this group portrayed in public by
different types of media?

Source:
http://www.ac
ademia.edu/30
866752/FACTO
RS_AFFECTIN
G_THE_CHILD
_BEGGARS_IN
_TAGUM_CITY
How is this group portrayed in public by
different types of media?

Source:
http://www.g
manetwork.co
m/news/lifestyl
e/artandcultur
e/270462/filipi
no-muslims-
celebrate-eid-
l-fitr/story/
How is this group portrayed in public by
different types of media?

Source:
http://www.ra
ppler.com/nati
on/119161-
ilocos-norte-
nueva-vizcaya-
new-police-
chiefs
How is this group portrayed in public by
different types of media?

Source:
http://globalne
ws.favradio.fm
/tag/kadamay/
How is this person portrayed in public by
different types of media?

Source:
http://www.soccerallia
nce.ca/Default.aspx?ta
bid=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 background of
information, a and states the the
clear explanation problem, but problem. The
or definition of does not problem is
the problem. explain using stated, but
(5 points) details. lacks detail.

(4 points) (2 points) (0 points)

RUBRIC (cont.)
Needs
Very Good Good Poor
Improvement
BODY Argument is Argument was Argument was Argument was
PARAGRAPHS well developed presented with presented but not presented.
Main with supporting some lacks examples.
Argument examples. supporting
examples.
(2 points)
(5 points) (4 points) (0 points)
RUBRIC (cont.)
Needs
Very Good Good Poor
Improvement
CONCLUSION Conclusion was Conclusion was Conclusion was Conclusion was
presented. presented. presented but not presented.
Opinions and Some no suggestions
suggestions for suggestions for for change
change are change are and/or opinions
logical and well evident. are included.
thought out.

(2 points)
(5 points) (4 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-communication-studies/s15-02-functions-and-
theories-of-mass.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/