Q3 Lesson 4: TYPES OF MEDIA

CONTENT STANDARD
 The learners demonstrate an understanding of why there is a need for information, and identify how to locate, access,
assess, organize and communicate that information.
PERFORMANCE STANDARD
 The learners shall be able to create a log containing the stages/elements of information literacy.
LEARNING COMPETENCIES: The Learners…
 Classify contents of different media types (MIL11/12TYM-IIId-10)
 Define media convergence through current examples (MIL11/12TYM-IIId-11)
 Discuss to class on how a particular individual is portrayed in public using different types of media. (MIL11/12TYM-IIId-12)

TYPES OF MEDIA
A. PRINT MEDIA
 Media consisting of paper and ink, reproduced in a printing process that is traditionally mechanical.
 Examples: NEWSPAPERS, BOOKS, MAGAZINES, BROCHURES, COMICS, POSTERS, BILLBOARDS, etc.
B. BROADCAST MEDIA
 Media such as radio or television that reach target audiences using airwaves as the transmission medium.
 Examples: RADIO, TELEVISION, MOVIES / FILMS
C. DIGITAL/NEW MEDIA
 Contents are organized and distributed on digital platforms.
 Examples: internet (INTERCONNECTED NETWORK), SOCIAL MEDIA,

MEDIA CONVERGENCE
 CONVERGE means meeting at a point, it is synonymous to words: join, unite, merge and connect
 MEDIA CONVERGENCE happens when two different (two or more) media sources join together.
 It allows media texts to be produced and distributed on multiple media devices.
 Media convergence usually occurs in various platforms such as: SOCIAL NETWORK, LEARNING MANAGEMENT
SYSTEM, PRODUCT ADVERTISEMENT, NEWS AGENCY, MULTIMEDIA PERSONALITY.
 Examples: SMARTPHONES (CONVERGED MEDIA: CAMERA, TV, TELEPHONE, WEB, BROWSER, RADIO, DIGITAL MAP,
ETC.), computers (CAMERA, WEB BROWSER, VIDEOPLAYER, ETC.)

MASS MEDIA EFFECTS

MEDIA EFFECTS
 refers to the many ways individuals and society may be influenced by both news and entertainment mass media,
including film, television, radio, newspapers, books, magazines, websites, video games, and music.
 can affect individual people or all people in the form of the public. They can also affect institutions and society.

TYPES OF MEDIA EFFECTS

A. Cognitive Effects
 occurs when media exposure influences a person’s mental processes or the product of those mental processes.
 Wherein you might learn specific lessons.
B. Beliefs
 The media continually create and shape our beliefs by showing us more of the world than we are able to see
directly for ourselves.
C. Attitudinal Effects
 The media present stories about people, events, issues, and products in the real world. These stories often
trigger the need for us to make our own judgments about controversial issues, political candidates, advertised
products, and such.
 You may be less sympathetic after watching violence.
D. Physiological Effects
 is an automatic bodily response
 The body response can be either purely automatic (such as pupil dilation, blood pressure, galvanic skin
response) or quasi-automatic (heart rate, sexual responses).
 Fight/flight response is triggered; your heart rate or blood pressure can increase, you can get the chills.
E. Emotional Effects
 The media can trigger emotions, especially fear, lust, anger, and laughter.
 The media also provide people with lots of opportunities to manage their moods, such that when we are feeling
stressed with all the problems in our real lives, we can chill by listening to music, forget our problems by
watching television, or lose ourselves in the experience of playing games on the Internet.
F. Behavioral Effects
 Imitation or copying of behavior due to the influence of media.
PROPAGANDA
 a type of message aimed at influencing the behavior, opinions, and decisions of people.
 often aims at manipulation of ideas to influence the behavior of a large number of people. So, it presents ideas
selectively.
 often defined as the spreading of ideas, information, or rumor for the purpose of helping or injuring an institution, a
cause or a person.
COMMON PRODUCERS OF PROPAGANDA
 Politicians
 Advertisers/Companies/Corporations
 Businessmen
 Organizations/Institutions
TYPES OF PROPAGANDA
A. BANDWAGON PROPAGANDA
 aims at persuading people to do a certain thing because many other people are doing it.
 advertisers typically use phrases like, “join the crowd” or “trending now” for their products and services.
B. TESTIMONIAL PROPAGANDA
 This propaganda technique uses words of an expert or a famous person to promote a particular idea.
 When a famous person vouches for something, viewers are likely to take account of the credibility and
popularity of that person.
 This establishes trust and boosts the credibility of that particular brand.
C. TRANSFER PROPAGANDA
 In this technique, qualities of a well-known person are associated with a product to promote or demote it.
 Linking an item to a respected person is positive transfer. Creating an analogy between a disliked person and
a product is negative transfer. It is also used during war times.
D. REPETITION
 It is when the product name is repeated many times during an advertisement.
 This technique may use a jingle, which is appealing to the masses and fits in their minds.
E. CARD STACKING PROPAGANDA
 The term card stacking originates from gambling and occurs when players try to stack decks in their favor.
 It involves the deliberate omission of certain facts to fool the target audience.
 A similar ideology is used by companies to make their products appear better than they actually are.
F. NAME CALLING PROPAGANDA
 This propaganda technique involves using derogatory phrases to create a negative opinion about someone or
some other brand.
G. PLAIN FOLKS PROPAPAGANDA
 This technique works in a way to establish that the speaker is regular and ordinary and has the same views and
opinions as the people he is appealing to.
 This method is commonly used in the world of advertising as the general public has started to grow skeptical
towards paid celebrity endorsements.
H. GLITTERING GENERALITIES PROPAGANDA
 a propaganda technique where propagandists use emotional appeal or/and vague statements to influence the audience .
 For better effect, brands may use hyperboles, metaphors or lyrical phrases to attract more attention.

IMPORTANCE OF UNDERSTANDING PROPAGANDA

 By understanding propaganda, you will be able to protect yourself from deceitful tactics.
 Propaganda loses its effect the moment you become aware that whatever you are looking at is propaganda.

HOW TO SPOT PROPAGANDA

 Become familiar with some common devices that propaganda employs.
 You should always examine the motives of the speaker or writer of the information.
 Identify the methods being used to create an argument.
 Examine the argument’s consistency.

Prepared by:
MA. CHARISMA ANGELYNNE S. LIM
MIL Teacher