MEDIA ISSUES:

TIME SPENT WITH MASS MEDIA

 I. Introduction

A. What is Mass Media and its types?

In the discussion of our exposure and time spent with mass media, we first look at mass
media itself to better understand the concept. According to OMICS International Journals (2014),
mass media are diversified media technologies that are intended to reach a large audience by
mass communication which can be defined as dispersal of messages broadly, rapidly and
continuously to large and diverse audiences in order to influence them in some way. Mass media
also focuses on broad messages that have widespread appeal to gain a large audience. As Law
(2012) stated in her essay, there are different types of mass media that we are accustomed to in
this day: print, electronic and new age. Traditional media encloses all the means of
communication that have existed before the internet and new media technology, such as print
media, broadcast communications, and the like. New media on the other hand includes video
games, entertainment, and the internet, and social media. As we are in the Digital Age or
Information Age, it is no lie that the internet is quickly becoming the center of mass media for
everything has become easily accessible via this channel of communication. Social Media also
has its many advantages such as easily disseminating news or information to people online,
especially when you have a large amount of followers, you’d easily spread information to a large
audience.

B. What is it used for?

Mass Media means technology that is intended to reach a mass audience, hence mass
communication. Nothing has influenced the lives of the masses as the mass media have. It is also
the primary means of communication used to reach the vast majority of the public. The various
platforms of mass media has its way to disseminate information to the masses but it is evidently
that most people opt for using the Internet or Social Media in order to find and look for
information and spread information as well. It is prominently used as both are easily accessible
and you are able to find information rapidly with just a click of a button. The internet has also
changed the nature of mass media by creating consumers who control and even make their own
media.

II. Body

A. Do we spend too much time on Mass Media?

As part of the new generation and through the advancement of information and
communication technologies, we have gravitated towards digital technology and the internet. In a
study conducted by Kantar Media Philippines (2016), media consumers in the Philippines are
increasingly embracing the digital wave as internet coverage constantly improves and with social
media being almost accessible to everyone. Though, in the said study, despite the rapid rise and
accessibility of the internet and social media, television will and always be dominating in terms
of mass media use in the country as in the rural areas, television is still the most accessible form
of mass media because most content found on the internet are produced by TV Networks which
makes the Internet an underdog of the Television. But according to the latest Digital 2019 report
from Hootsuite and We Are Social (2019), statistics show that Filipino users spend an average of
10 hours and 2 minutes on the Internet daily via any device which makes us the world’s most
unrestricted users of Social Media. An average Filipino user spends 4 hours and 12 minutes on
social media alone whilst the average time spent worldwide is only 2 hours and 16 minutes. In a
recent Rappler report by Gonzales (2019), the number of social media users in the Philippines
has grown from 67 million to 76 million this year. It is notable to add that for the 4th straight
year, the Philippines is tops in worldwide social media use. The Philippines also beats Thailand
this year for most time spent online.

A large portion of this population are active users on Facebook. While desktop, laptop,
and tablet computers remain as the predominant medium that we use to access the internet it is
no lie that it is rapidly declining as most users prefer using their mobile phones nowadays as it is
easy to bring. The evidence speaks for itself that it is, with no doubt, that we spend a great
number of hours we have in a day exposed to mass media, whatever form it may come in. This
being said, the question presents itself, is the time we spend consuming mass media becoming an
emerging debate on the basis of productivity?

B. Why is it an important issue?

As formalized in an article by Katz, Blumler & Gurevitch (as cited by Sparks, 2016), we
look into a theory and perspective called uses and gratifications. In this theory we get to answer
our questions like, why do we watch what we watch? why we read what we read? Why we play
the games we play? Generally, just why we do what we do in the lens of mass media? These are
the premises that encircle the viewpoint of uses and gratifications. In this theory there is an
emphasis on “what people do with media” rather “what media does to people” hence people, the
audience or the mass are active participants in the process. In this perspective, we are driven by
our needs. What do we do with our needs? we satisfy them hence uses and gratifications.

They say too much of something is always a bad thing and indeed spending time in
consuming mass media in general can have it’s pros and cons. Going online can be very helpful
in many ways, especially with information being so readily available, however when a certain
individual spends too much time exposed in consuming the products of these media, it can have
adverse effects to one’s productivity. By this statement, we mean that, as media becomes a
platform to “escape reality” or as a break from everyday stress, more particularly social media,
it’s become a routine for us to hold off particular tasks and or work to check up on media. One
can also argue that it becomes more of a distraction because, once you hear that notification pop
up, one may prioritize checking up on their social media accounts and their notifications and
messages rather than focusing their attention on their task at hand.

Sparks (2016) mentioned that watching television may be habit-forming but we believe
this goes out to other forms of media as well. In the flux of new media, when one becomes too
familiar to the culture of technology or the internet and starts to develop a sense of dependency
 on the medium, it can cause an individual to form a habit. Our phones glued to our hands so
often that the moment we open our eyes we check to see the current weather, the current news,
talk and chat with our friends, read articles on our news feeds– this turns into a habit and
eventually is something that we keep on doing from day to day. As shared by the Pyramid
Healthcare (n.d.), habits are generally considered harmless, but over time habits can become
addictions that change a person’s life for the worse. A cue causes your brain to perform the habit,
and since most habits are something pleasurable or beneficial to an individual, the action leads to
a positive feeling that reinforces the behavior. When an individual struggles to function as a
result of not performing a habit, they are likely experiencing addiction. The increased usage and
exposure can lead to financial, emotional or social struggles, and an overall decrease in quality of
life. However, the pleasurable feeling that comes from indulging in the addiction can be so
strong that an individual feels they have no choice but to keep giving in.

With overspending our exposure and time with mass media comes the existence of
addiction. In a local report by Kapuso Mo, Jessica Soho (2019) entitled “Lalaki, 4 na araw nang
gising dahil sa Mobile Games” (Boy, 4 days awake because of Mobile Games). Aries Mendoza,
a boy who sees himself as a mobile gamer declared that he’d been awake for 4 days already
because of game addiction. Aries added that he would not go to school just to play games and
oftentimes, he would only eat once a day and said he would even suffice with only a spoonful of
food because he would rather spend his time playing games. The KMJS report also included
another guy named Michael Tumagan who had neglected himself too because of mobile game
addiction. However, Michael’s case was different as he faced a crucial part of his life; being
diagnosed with colon cancer. With these examples in mind, it shows how a habit can transform
into an addiction– how mere playing can turn into something continuously done over and over.
When something turns into an addiction, our overall space and productivity is damaged.

III. Conclusion

A. Implications of Time Spent with Mass Media

 News and information, entertainment and education; these are media’s purpose to present
to the masses. In the age of new technology and the rise of globalization, the dependence on
information and communication to remain connected with the world and do our daily activities
is something we spend a lot of time on. When there is news and information, we learn to make
decisions and formulate opinions. When there is entertainment, we amuse ourselves in present
day hectic environments. When there is education on issues that revolve on rights, moral, social
and religious compasses, we open our minds and shed light on it.

Mass media or media in general, like many other things are double edged swords. There
is always the good and the bad; the pros and the cons. It is an undeniable fact that given the
amount of power that mass media holds, it is still not at all perfect, in the complex process of it
all, there exists flaws and errors along the way. Given this statement, where then must we put the
blame on why, despite its good nature to conveniently impart information, there exists adverse
effects on media consumers like us? Do we blame the process and the concept altogether and
deem it as ineffective? No. The truth is, if the good will always be present, so will the bad
because somewhere within the process we, ourselves, as media consumers, producers and even
the media practitioners are responsible for errors in the process. These errors of which are backed
up by hidden agenda, personal gain, or propaganda. We believe that that is where the issue lies,
not in the amount of time spent in exposure to mass media but in the personal errors and or
ulterior motives of the people involved. News and information, entertainment and education is
never a bad thing; it’s something we get to learn everyday with the presence of mass media and
communication. The issue does not lie on “what media does to people” but rather “what people
do with media”. It is a sword as well as a powerful tool and it is up to you to question yourself as
its user, “how will I use this?”.

B. Should we limit how we use Mass Media?

In response to the question begging to be answered which is, “If mass media then has bad
effects, should we then limit how we use mass media?” The answer is definitely not. In this
topic, we must learn to weigh between the good and the bad, for we easily fall prey into the idea
of “too much”. We must lean towards what is good, fair, and just in consuming and producing
 materials because, exposure to mass media does not necessarily lead to the deterioration of your
moral compass, more exposure to mass media doesn’t mean that you yourself will become an
unethical practitioner– no. In fact, The more exposed you are to mass media, the more open you
are in learning the do’s and don’ts, the complex process of it all. Once you’ve developed a well
founded understanding of it, and have the same appreciation for the craft that comes along with
it, you’ll realize that mass media cannot be tied down– it is an ever-moving and ever-adapting
process as long as there is humanity.

IV. References

GMA Public Affairs. (2019). Kapuso mo, Jessica Soho: Lalaki, 4 na araw nang gising dahil sa
Mobile Games. Retrieved on September, 2019 from Youtube:
https://youtu.be/OXuf505d7TU

Kantar Media. (2017). In the age of smartphones and social media, Kantar Media study shows
TV remains king in the Philippines. Retrieved on September, 2019 from:
https://www.kantarmedia.com/global/newsroom/press-releases/kantar-media-study-
shows-tv-remains-king-in-the-philippines
Kemp, S. (2019, January 31). Digital 2019: The Philippines - DataReportal – Global Digital
Insights. Retrieved on September, 2019 from https://datareportal.com/reports/digital-
2019-philippines

Law, G. (2012). Different Types of Mass Media. Retrieved on September, 2019 from:
https://www.scribd.com/document/347926928/Different-Types-of-Mass-Media

OMICS International Journals. (2014). Mass Media Impact Factor. Retrieved on September,
2019 from: https://www.omicsonline.org/mass-media-impact-factor.php

Pyramid Healthcare. (n.d.). Habit or Addiction?. Retrieved on September, 2019 from:

https://www.google.com.ph/amp/s/www.pyramidhealthcarepa.com/habit-or-
addiction/amp/

Sparks, G. G. (2016). Media Effects Research: A Basic Overview. Boston, MA: Cengage
Learning.

We Are Social & Hootsuite. (2019). Digital 2019. Retrieved on September, 2019 from:
https://wearesocial.com/global-digital-report-2019