media

2. LESSON 1 DIFFERENT DIMENSIONS OF
MANIPULATIVE INFORMATION AND MEDIA
• WHAT IS MANIPULATION? MANIPULATION IS CHANGING BY ARTFUL MEANS OR UNFAIR MEANS SO AS TO
SERVE
• ONE’S PURPOSE. WHAT IS MEDIA MANIPULATION? MEDIA MANIPULATIONS ARE CREATED TO APPEAL TO THE
EMOTION OF THE AUDIENCE OR TO MAKE A PRODUCT APPEALING TO THE TARGET AUDIENCE. FOR EXAMPLE, TO
MAKE A NEWS STORY DRAMATIC, PICTURES ARE MANIPULATED THROUGH EDITING OR PHOTOSHOP TO MAKE
THEM CONVINCING TO THE TARGET AUDIENCE. WHEN TYPHOON YOLANDA DEVASTATED LEYTE, PICTURES OF
HUNGRY WEATHER-BEATEN HOMELESS CHILDREN AND FAMILIES WERE APPEALING FOR HELP. FEELING OF
SYMPATHY WAS AROUSED FROM INDIVIDUALS AS WELL AS ORGANIZATIONS. ASSISTANCE FROM LOCAL AND
INTERNATIONAL ORGANIZATIONS ARRIVED IN THAT REGION.

3. • THE FOLLOWING TECHNIQUES IN ADVERTISING ARE USED BY MEDIA PEOPLETO MARKET THEIR PRODUCTS:
• 1. ENDORSEMENT OR TESTIMONIAL – THE ENDORSEMENT MADE BY KRIS AQUINO IN COOKING SINIGANG USING A
PARTICULAR SEASONING PRODUCT.
• 2. SCIENTIFIC OR STATISTICAL CLAIM– THE ENDORSEMENT OF MICHAEL V. USING A DISHWASHING PRODUCT THAT CAN
CLEAN DOZENS OF PLATES COMPARED TO ANOTHER PRODUCT THAT CAN ONLYCLEAN A FEW DOZENS OF PLATES.
• 3. CARD STACKING – THIS IS USUALLY DONE WITH DETERGENT PRODUCT WHICH COMPARES WITH A BRAND X PRODUCT.
THE BRAND X CAN ONLY CLEAN SO MUCH WHILE THE KNOWN BRAND CAN REMOVE MUD AND OTHER DIRT THAT MAKES THE
CLOTHES SPARKLING WHITE.
• EVEN THE GOVERNMENT USES MANIPULATION IN THE STREET SIGNBOARDS.THE EXAMPLE BELOW IS COMMONLY SEEN
ALONG COMMONWEALTH ROAD, EDSA AND MARCOS HIGHWAY.

4. • MEDIA OFTEN USE ADVERTISEMENT TO PROMOTE SERVICES OR PRODUCTS. ADVERTISEMENT IS A
NOTICE, SUCH AS A POSTER OR PAID ANNOUNCEMENT IN PRINT, BROADCAST, OR ELECTRONIC MEDIA
DESIGNED TO ATTRACT PUBLIC ATTENTION (INFORMATION) OR PATRONAGE(SELLING). THE
ADVERTISEMENT OF TWO BIG FAST FOOD CHAINS, USE MASCOTS TO REPRESENT THEIR COMPANY NAME.
THEY EVEN HAVE FREE TOYS FOR CHILDREN WHEN THEY BUY THEIR PROMOPRODUCT. THIS ENABLES THE
YOUNG CHILDREN AND OTHER

5. • WHY IS THAT SIGNBOARD POSTED? THE GOVERNMENT ALREADY CONSTRUCTEDPEDESTRIAN OVERPASS BUT PEOPLE EVEN
CHILDREN PREFER TO CROSS THE BUSY STREET THAN GO UP THE PEDESTRIAN BRIDGE.
• WHAT ARE SOME EXAMPLE MEDIA MANIPULATIONS?
• 1. PEOPLE ARE MANIPULATED WHEN THEY ARE KEPT PARTIALLY IGNORANTOR CONFUSED, EXAMPLE: DURING THE HOLY WEEK
LAST APRIL 2015, LAND TRANSPORTATION OFFICE MADE A NEWS RELEASETHROUGH THE MASS MEDIA THAT CARS WITH NO
REGISTERED LICENSED PLATES ARE NOT ALLOWED TO TRAVEL. WHY DID LTO MAKE THAT ANNOUNCEMENT? PEOPLE ARE
READY TO TRAVEL BECAUSE HOLY WEEK IS VACATION TIME. WHOSE FAULTWAS IT THAT SOME CARS DO NOT HAVE LICENSED
PLATES? WHAT CAR OWNER WOULD WANT TO HAVE A CAR WITHOUT REGISTERED LICENSED PLATES? FAMILIES WITH
VACATION PLANS WERE SURPRISED THAT THEY CANNOT PUSH THROUGH WITHTHEIR VACATION BECAUSE THEY HAVE NEW
CARS WITHOUT LICENSED PLATES.

6. LESSON 2 PRODUCTION,
ORGANIZATION,AND DISSEMINATION OF
MANIPULATIVE INFORMATION AND
MEDIA• PART OF MANIPULATION IS PERSUASION. HOW DOES THE MEDIA INFLUENCE THE GENERAL PUBLIC? AN EXAMPLE IS
THE IMPLEMENTATION OF THE K TO 12 IN THE BASIC EDUCATION CURRICULUM IN THE PHILIPPINES. THERE WERE
ONLY TEN YEARS IN THE BASIC EDUCATION CURRICULUM, SIX YEARS IN GRADE SCHOOL AND FOUR YEARS IN HIGH
SCHOOL, IN THE NEW CURRICULUM, A CHILD HAS TO UNDERGO
• KINDERGARTEN. THIS IS NO LONGER A PROBLEM BECAUSE MANY PARENTS ARE ALREADY SOLD TO THE IDEA OF
THEIR CHILDREN GOING THROUGH KINDERGARTEN. THERE ARE STILL SIX YEARS IN GRADE SCHOOL, THEN WE HAVE
THE MIDDLE SCHOOL FROM GRADE SEVEN TO GRADE TEN, AFTER GRADE TEN THERE IS THE SENIOR HIGH SCHOOL OF
TWO YEARS, GRADE ELEVEN AND GRADE TWELVE. A CHILD ENTERS KINDERGARTEN AT AGE FIVE, GOES TO GRADE
ONE AT AGE SIX, FINISHES ELEMENTARY SCHOOL AT TWELVE YEARS OLD. THE CHILD ENTERS MIDDLE SCHOOL AT AGE
TWELVE AND FINISHES GRADE TEN AT AGE SIXTEEN. THE CHILD ENTERS SENIOR HIGH SCHOOL FOR GRADE ELEVEN
AND TWELVE. THIS CHILD WILL GRADUATE AT THE AGE OF EIGHTEEN.

7. LESSON 3 RELIABILITY AND VALIDITY OF
MANIPULATIVE INFORMATION AND MEDIA
• HOW ABOUT THE EDUCATIONAL QUALIFICATIONS OF THE POLITICAL CANDIDATE? IT HAS NOT EVOLVED, THE QUALIFICATION IS STILL A MINIMUM OF ‘CAN READ
AND WRITE”, NO EDUCATIONAL LEVEL REQUIRED. A COLLEGE DROPOUT CANQUALIFY TO RUN FOR THE POSITION OF THE PRESIDENT OF THE PHILIPPINES.
• NOWADAYS, LOCAL POLITICIANS ARE ALWAYS ON THEIR TOES BECAUSE THEIR TENURE IN THEIR POSITION IS ONLY THREE YEARS BUT THEY CAN BE RE-ELECTED
FOR TWO MORE TERMS OR A TOTAL OF NINE CONSECUTIVE YEARS IN THE POSITION.
• YEAR 2016 IS ELECTION YEAR FOR THE NEW PRESIDENT OF THE PHILIPPINES. ASPIRING INDIVIDUALS ARE ALREADY MAKING THEMSELVES KNOWN TO THE VOTING
PUBLIC THROUGH TELEVISION ADVERTISEMENTS. ONE POSSIBLE CANDIDATEIS SHOWING HOW HE VALUES THE SENIOR CITIZENS IN HIS LOCALITY, THAT THEIR
BIRTHDAYS ARE REMEMBERED AND BIRTHDAY CAKES ARE EVEN DELIVERED TO THEIR HOMES. ANOTHER POTENTIAL CANDIDATE SHOWS THAT EVEN MEDICINES
ARE DELIVERED TO THE HOMES OF HIS POOR CONSTITUENTS. THESE CANDIDATES WOULD ENTER THE SLUM AREAS TO SHAKE HANDS WITH THE INFORMAL
SETTLERS WHO ARE CONSIDERED REGISTERED VOTERS OF THE AREA. THESECANDIDATES PREFER TO GO TO THE MARKET PLACES, STREET CORNERS WHERE THERE
ARE TRICYCLE TERMINALS OR JEEPNEY TERMINALS. THEY GIVE FREE SCHOOL UNIFORMS AND SCHOOL SUPPLIES IN THE PUBLIC SCHOOLS. THEY GIVE A PERSONAL
TOUCH TO THE GENERAL MASSES SO THEY ARE EASILY REMEMBERED. BUT WITH REGARD TO THEIR ACTUAL AGENDA AS LEADERS OF THE COUNTRY, THESE ARE NOT
FORMALLY PRESENTED TO THE VOTING PUBLIC; RATHER WHAT IS IMPORTANT IS THE WARM SMILE, WARM HUG, AND THEIR PHYSICAL PRESENCE. THESE
CANDIDATES ARE POPULAR AND USUALLY THEY GET VOTED TO THE POSITION.

8. LESSON 4 PRODUCTION OF A CREATIVE
MANIPULATIVE-BASED PRESENTATION
USING DESIGN AND PRINCIPLES AND
ELEMENTS
• IN THIS CHAPTER, YOU ARE GOING TO PREPARE YOUR OWN MANIPULATIVE-BASED PRESENTATION, THE
CLASS WILL BE DIVIDED INTO THREE GROUPS:
• 1. PREPARE A TELEVISION PROGRAM
• 2. 3. PREPARE A RADIO PROGRAM PREPARE AN ADVERTISEMENT
• WHAT DO YOU NEED TO CONSIDER IN FORMING YOUR TEAM? YOU NEED A GOOD LEADER. YOU NEED A
SPEAKER WITH A GOOD VOICE; YOU NEED A WRITER WHO CAN WRITE OBJECTIVELY.

9. YOU ALSO NEED PEOPLE WHO WILL CONTRIBUTE TO THE PROGRAM.
IF YOU ARE PREPARING NEWSCAST, YOU SHOULD BALANCE THE NEWS IN THE DIFFERENT AREAS. IDENTIFY THE EVENTS THAT OCCUR DURING THE DAY. WHAT ARE THE
NEWS IN THE AREA OF BUSINESS, EDUCATION, HEALTH, POLITICS, GOVERNMENT, SPORTS, AND ENTERTAINMENT?
TRUTH IS VERY IMPORTANT IN MAKING REPORTS. THE TRUTHFULNESS OF REPORTS SHOULD BE BASED ON THE FOLLOWING PRINCIPLES.
1. PRINCIPLE OF COMPLETENESS
WHAT IS THE NEWS ABOUT? WHO ARE INVOLVED?
WHY DID IT HAPPEN? WHERE DID IT HAPPEN?
WHEN DID IT HAPPEN?
HOW DID IT HAPPEN?
2. PRINCIPLE OF UNDERSTANDING AS SENIOR HIGH SCHOOL STUDENTS, IS THE LEVEL OF THE TOPIC WITHIN YOUR AREA OF EXPERIENCE? EXAMPLE: ARE YOU READY TO
DISCUSS THE TOPIC OF UNWANTED PREGNANCY OR PREMARITAL RELATIONSHIP?

10. • PRINCIPLE OF OBJECTIVITY AND BALANCE AS A NEWS WRITER, RADIO ANNOUNCER OR TELEVISION NEWSCASTER OR REPORTER, HOW ACCURATE
WILL THE REPORT YOU ARE GOING TO PREPARE BE? CAN YOU SEPARATE YOUR EMOTION AND PERSONAL OPINION IN PREPARING AN OBJECTIVE
REPORT? FOR EXAMPLE, REGARDING THE GRANTING OF AUTONOMY TO SOMEPARTS OF MINDANAO, WHETHER YOU AGREE OR DISAGREE, YOU HAVE TO
MAKE A VERY OBJECTIVE REPORT REGARDING THE DEVELOPMENT OF THIS POLITICAL ISSUE. YOU HAVE TO STUDY THE POLITICAL ISSUE, TAKE THE
REACTION OF THE MUSLIMS REGARDING THE ISSUE AND TAKE THE SIDE OFTHE CHRISTIANS IN MINDANAO REGARDING THE ISSUE. YOU CANNOT LET
YOUR OWN REACTION AFFECT YOUR NEW REPORT.
• PRINCIPLE OF ACCURACY
• SOME YEARS BACK, A RESPECTED NEWSCASTER WAS REPORTING THE CONDITION OF ONE OF THE VICTIMS OF A SHOOTING INCIDENT BY THE SON OF A
JUSTICEOF THE SUPREME COURT. THE VICTIM WHO WAS A GIRL WAS STILL ALIVE WHEN SHE WAS BROUGHT TO THE HOSPITAL, BUT THE
NEWSCASTER MADE A MISTAKE OF DECLARING HER DEAD IN THE RADIO NEWS. THE GIRL DIED LATER ON BUT SHE WAS NOT DEAD AT THE TIME OF THE
NEWSCAST. THE NEWSCASTER RESIGNED FROM HER JOB, FOR NEGLIGENCE IN REPORTING. ACCURACY IS VERY IMPORTANT, ESPECIALLY THESE DAYS
THAT COMMUNICATION IS VERY EASY, BOTH LOCAL AND INTERNATIONAL.

11. CHAPTER 17 MULTIPLIMEDIA INFORMATION
AND MEDIA
• IN ALVIN TOFFLER’S BOOK THE THIRD WAVE, HE DISCUSSED THE FIRST WAVE OF CIVILIZATION AS THE
PERIOD OF AGRICULTURE, THIS PERIOD TOOK THOUSANDS OF YEARS IN THE DIFFERENT PARTS OF THE
WORLD TO SUSTAIN THE PEOPLE. THE SECOND PART WAS THE INDUSTRIALDEVELOPMENT OF
CIVILIZATION, WHERE PEOPLE INVENTED MACHINERIES THAT MADE THE PRODUCTION, MANUFACTURE,
AND DISTRIBUTION OF PRODUCTS FASTER AND EASIER, THIS PERIOD TOOKTHREE HUNDRED YEARS TO
EVOLVE. THE THIRD WAVE OF CIVILIZATION IS THE INFORMATION PERIODWHICH JUST TOOK A FEW
DECADES IN ITS DEVELOPMENT.

12. LESSON 2 PRODUCTION,
ORGANIZATION,AND DISSEMINATION OF
MULTIMEDIA INFORMATION AND MEDIA
• IN YOUR CLASS, MAKE SEVERAL GROUPS. ONE GROUP WILL DO THE INVITATION TO THE RADIO TELEVISION
PERSONALITIES YOU WANT TO INVITE. ANOTHER GROUP WILL HAVE TO GETTHE PERMISSION OF THE
SCHOOL REGARDING THE ACTIVITY AND ALSO THE PERMISSION TO USE OFFACILITIES. ANOTHER GROUP
WILL PREPARE THE TOPIC TO BE DISCUSSED BY THE INVITED MEDIA PEOPLE. ANOTHER GROUP WILL
PREPARE THE QUESTIONS TO BE ASKED FROM THE MEDIA PEOPLE. WITH THE HELP OF THE TEACHER,
ANOTHER GROUP WILL PREPARE THE EVALUATION AFTER THE ACTIVITY

13. LESSON 3 RELIABILITY AND VALIDITY OF
MULTIMEDIA INFORMATION AND MEDIA
SOURCES USING SELECTION CRITERIA
• IN THE 1987 CONSTITUTION, SECTION 7, ARTICLE ILL OF THE BILL OF RIGHTS STATES THAT “THE RIGHT OF THE PEOPLE TO INFORMATION ON MATTERS
OF PUBLIC CONCERN SHALL BE RECOGNIZED. ACCESS TO OFFICIAL RECORDS, AND TO DOCUMENTS, AND PAPERS PERTAINING TO OFFICIAL ACTS,
TRANSACTIONS, OR DECISIONS SHALL BE AFFORDED THE CITIZEN SUBJECTTO SUCH LIMITATIONS AS MAY BE PROVIDED BY LAW.” REMEMBER THE
DEATH OF 44 MEMBERS OF THE PHILIPPINE NATIONAL POLICE IN THEMAMASAPANO INCIDENT IN MINDANAO, THE DESCRIPTION OF THE INCIDENT WAS
REPORTED TO THE PUBLIC. HOWEVER, THERE WERE ISSUES THAT WERE NOTANSWERED, PERHAPS CONFIDENTIAL ISSUES BETWEEN THE PHILIPPINE
GOVERNMENT AND THE US GOVERNMENT.
• IN SECTION 4, ARTICLE III OF THE 1987 CONSTITUTION PROVIDES THAT“NO LAW SHALL BE PASSED ABRIDGING THE FREEDOM OF SPEECH, OR OFTHE
PRESS, OR THE RIGHT OF THE PEOPLE TO ASSEMBLE AND PETITION THE GOVERNMENT FOR REDRESS OR GRIEVANCES.” FREEDOM OF SPEECH AND THE
PRESS IMPLIES THE RIGHT TO FREELY UTTER AND PUBLISH WHATEVER THECITIZEN MAY PLEASE AND TO BE PROTECTED AGAINST ANY
RESPONSIBILITY FOR SO DOING EXCEPT SO FAR AS SUCH PUBLICATION MAY BE A PUBLIC OFFENSE.

14. LESSON 4 PRESENTATION OF A CREATIVE
MULTIMEDIA ACTIVITY
• MULTIMEDIA INFORMATION ARE NOT ONLY AVAILABLE IN THE NEWSPAPER,RADIO, TELEVISION, AND THE
INTERNET. THESE ARE ALSO AVAILABLE IN DIFFERENT FORMS. GRADE SCHOOLS AND HIGH SCHOOLS
ENCOURAGE THEIR STUDENTS TO GO ON EDUCATIONAL TRIPS TO GET FIRSTHAND INFORMATION OF CERTAIN
ACTIVITIES, BUSINESSES AS WELL AS HISTORY.
• HAVE YOU TRIED TO GO TO THE CENTRAL BANK MUSEUM? IN THIS MUSEUM, THEY SHOW THE EVOLUTION OF
MONEY IN THE PHILIPPINES? THEY SHOW SAMPLES OF COINS PRODUCED ASMEDIUM OF EXCHANGE DURING
THE SPANISH PERIOD. THEY PRESENTED THE EVOLUTION OF COINS AND PAPER BILLS. THE MONEY USED IN THE
COMMUNITY OF PEOPLE SUFFERING FROM LEPROSY CANNOT BE USED OUTSIDE THE COMMUNITY FOR HEALTH
REASONS. THE PEOPLE HAVE THEIR OWN MONEY TO CIRCULATE ONLY WITHIN THE COMMUNITY.

15. • FROM FORT SANTIAGO, YOU TRACE THE STEPS OF GAL TOBAGONG BAYAN OR RIZAL PARK NOW AND YOU
SEE THE LOCATION OF THE LIGHTS AND SOUNDS WHICH IS NEAR THE RIZAL MONUMENT. IN THE EVENING,
THE LIGHTS AND SOUNDS PORTRAYS THE LIFE OF RIZAL THROUGH THE MORE THAN LIFE-SIZE STATUES
REPRESENTING EVENTS IN RIZAL’S LIFE.
• BESIDES RIZAL PARK, HAVE YOU BEEN TOPACO PARK? THIS IS AN OLD CATHOLIC CEMETERY DURING THE
SPANISH PERIOD RIGHT IN THE MIDDLE OF MANILA. WHAT IS THE SIGNIFICANCE OF THIS PLACE? RIZAL’S
BODY WAS PLACED IN A TOMB IN THIS CEMETERY RIGHT AFTER HE WAS SHOT AT BAGONG BAYAN IN
1896. NOW, THE BONES OF RIZAL ARE PLACED AT RIZAL’S MONUMENT ATRIZAL PARK.

16. THANK YOUUUUU!!!