2. 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-12n); and
■ evaluate the effects of media to the youth
(SSHS).
3. Topic Outline
I- Mass Media
A. Definition
B.Theories on Media Effects
II- Media Effects
A. Importance of Understanding Media Effects
B. Effects to theYouth
4. Viral: “The Upuan Girl”
(Source: http://www.wattafox.com/2016/08/viral-upuan-girl-in-mrt-feels-sorry-for.html)
5. MASS MEDIAAND MEDIA EFFECTS
Mass Media
refer to channels of
communication that involve
transmitting information in
some way, shape or form to
large numbers of people
(Source: https://planosophy.wordpress.com/2014/09/25/part-i-
debord-social-media/)
6. MASS MEDIAAND MEDIA EFFECTS
Media Effects
are the intended or unintended
consequences of what the mass
media does (Denis McQuail,
2010)
(Source:
http://mass.pakgalaxy.com/effects-of-
mass-media-on-society.html)
7. MEDIA EFFECTS
Third – partyTheory
• People think they are more
immune to media influence than
others.
(Source: https://www.linkedin.com/pulse/death-
human-conversation-awad-abdelgayoum)
8. 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/kap
amilya/)
9. 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/)
10. 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)
11. MTRCB (Movie andTelevision Review and
Classification Board) is the government
agency responsible for rating television
programs and films in the Philippines.
15. MEDIA EFFECTS
Agenda-settingTheory
(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/)
17. 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
18. 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/dictionar
y/propaganda)
Source: https://www.amazon.com/War-
Politics-Superheroes-Ethics-
Propaganda/dp/0786447184
21. 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?
22. 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?
25. VIDEO PRESENTATION
How the Media AffectsYouth (2015)
by Oda Faremo Lindholm,TEDxOslo
Youtube Channel:TEDxTalks
Retrieved October 27, 2016 from
https://www.youtube.com/watch?v=HjnclEhy960
PERFORMANCE TASK: WRITTEN WORK
26.
27. ■ Write a reaction paper about the talk “How the Media
Affects theYouth” by Oda Faremo Lindholm.Your
reaction paper 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.
PERFORMANCE TASK: WRITTEN WORK
28. Very Good Good Poor
Needs
Improvement
INTRODUCTIO
N
Background/
Define the
Problem
Well-developed
introductory
paragraph
contains detailed
background
information, a
clear explanation
or definition of
the problem.
(5 points)
Introductory
paragraph
contains some
background
information
and states the
problem, but
does not
explain using
details.
(4 points)
Introduction
does not
adequately
explain the
background of
the
problem. The
problem is
stated, but
lacks detail.
(2 points)
Introduction
was not
presented.
(0 points)
RUBRIC
29. Very Good Good Poor
Needs
Improvement
BODY
PARAGRAPHS
Main
Argument
Argument is
well developed
with supporting
examples.
(5 points)
Argument was
presented with
some
supporting
examples.
(4 points)
Argument was
presented but
lacks examples.
(2 points)
Argument was
not presented.
(0 points)
RUBRIC (cont.)
30. Very Good Good Poor
Needs
Improvement
CONCLUSION Conclusion was
presented.
Opinions and
suggestions for
change are
logical and well
thought out.
(5 points)
Conclusion was
presented.
Some
suggestions for
change are
evident.
(4 points)
Conclusion was
presented but
no suggestions
for change
and/or opinions
are included.
(2 points)
Conclusion was
not presented.
(0 points)
RUBRIC (cont.)
32. REFERENCES
• Media and Information Literacy by Boots Liquigan (Diwa)
• 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
• http://zimmer.csufresno.edu/~johnca/spch100/7-4-
agenda.htm
• http://communicationtheory.org/propaganda-model/
• http://www.mtrcb.gov.ph/
Editor's Notes
Did you hear about the viral “upuan girl”? What is the story all about?
Why do you think the woman posted this on Facebook?
How did the netizen reacted on this post? Why?
How did the man on the picture reacted to this post about him?
Is it justifiable in the part of the girl to post this picture?
Is it justifiable for the netizens to bash the woman who posted this picture?
What is mass media?
What are examples of mass media?
Are you affected by media? In what ways do you think you are affected by media?
For example, we change our clothes and our plans because we watch the forecast on the Weather Channel, look up information about a band and sample their music after we see them perform on a television show, or stop eating melons after we hear about a salmonella outbreak.
Other effects are more difficult to study and more difficult for people to accept because they are long term and/or more personal. For example, media may influence our personal sense of style, views on sex, perceptions of other races, or values just as our own free will, parents, or friends do.
Third-party Effect- If this were true, though, would advertisers and public relations professionals spend billions of dollars a year carefully crafting messages aimed at influencing viewers?
Reciprocal Effect- It’s similar to the way that we change behavior when we know certain people are around and may be watching us.
What role was played by Media in the 1986 Revolution?
THE TRANSMITTER station of Radio Veritas in the City of Malolos in Bulacan played a crucial role in gathering people to support the 1986 Edsa Revolution before its facilities were destroyed by soldiers loyal to strongman Ferdinand MarcosIs it an example of boomerang effect?
Cultivation Theory-also states that viewers identify with certain values and identities that are presented as mainstream on television even though they do not actually share those values or identities in their real lives.
Movie Classification
“G” stands General Audience
“PG” stands for Parental Guidance
“SPG” stands for Strict Parental Guidance/ Striktong Patnubay at Gabay
“R” stands for Restricted
“X” stands for Not for Public Exhibition
Movie Classification
“G” stands General Audience
“PG” stands for Parental Guidance
“SPG” stands for Strict Parental Guidance/ Striktong Patnubay at Gabay
“R” stands for Restricted
“X” stands for Not for Public Exhibition
Agenda-setting Theory- the process whereby the mass media determine what we think and worry about. Walter Lippmann, a journalist first observed this function, in the 1920’s. Lippmann then pointed out that the media dominates over the creation of pictures in our head, he believed that the public reacts not to actual events but to the pictures in our head. Therefore the agenda setting process is used to remodel all the events occurring in our environment, into a simpler model before we deal with it. Researchers Maxwell McCombs and Donald Shaw have then followed this concept.
What is the message of this cartoon?
What symbolisms are used in this picture?
Do you agree with the message? Why or why not?
The Propaganda model of media control was introduced by Edward. S. Herman and Noam Chomsky in their book ‘Manufacturing Consent – The Political Economy of the Mass Media’. This theory states how propaganda works in a mass media. 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. Herman and Chomsky mostly concentrated on American population and media for their research but this theory is universally applicable.
What is the message of this cartoon?
Symbolism is a very old, common and broad trope used to represent an idea, belief, event or other similar things by using a lesser object or event to represent it.
What symbolisms are used in this pictues?
Symbolism is the practice or art of using an object or a word to represent an abstract idea.
An action, person, place, word, or object can all have a symbolic meaning.
Do you agree with the message? Why or why not?
Watch this video for your reaction paper.
Optional: You may ask your students to upload their essays on a blog.