This document discusses different types of media effects and communication concepts. It defines mass media and media effects, including reciprocal effects, boomerang effects, cultivation theory, and agenda-setting theory. Propaganda models of media control are also introduced. The document also defines communication and the basic types of communication, including non-verbal and verbal. Finally, it outlines transmission and reception models of the communication process.

1. Types of Media
Mass Media
 referto channelsof communication thatinvolve
transmitting
MediaEffects
 are the intendedorunintendedconsequencesof
whatthe massmediadoes.
KINDS OF MEDIA EFFECTS
1. Reciprocal Effect
 Whena personor eventgets mediaattention, it
influences the way the person actsor the way the
eventfunctions.
 Mediacoverage oftenincreases self-consciousness,
whichaffects ouractions.
2. Boomerang Effect
 referstomedia-inducedchange thatiscounter
to the desiredchange.
3. CultivationTheory(George Gerbner)
 statesthat mediaexposure,specifically to
television,shapes oursocial realityby givingus
a distortedview onthe amountof violence and
riskin the world.
4. Agenda-settingTheory (Lippmann/ McCombsand
Shaw)
 processwhereby the mass mediadetermine
whatwe thinkandworry about
 publicreactsnot to actual eventsbuttothe
picturesin our head,createdbymedia
5. Propaganda Model ofMedia Control (Herman&
Chomsky )
WHAT IS PROPAGANDA?
 ideasor statementsthatare often false or
exaggeratedandthatare spreadinorder to helpa
cause,a political leader,agovernment, etc.
 THE ESSENCE OF PROPAGANDA
 Stereotypesare atthe heartof all propaganda
efforts.Theirpurpose istocreate the perceptionthatour
actionsare alwaysethical andhonorable,whilethose of our
opponentsare alwaysunethical anddishonorable.
MTRCB (Movie andTelevisionReviewand Classification
Board) is the government agencyresponsible forrating
television programsandfilmsinthe Philippines.
Communication, Media, and Information
WHAT IS COMMUNICATION?
 the act or processof usingwords, sounds,signs,or
behaviorstoexpressorexchange informationorto
expressyour ideas,thoughts,feelings,etc.,to
someone else.
 the exchange of informationandthe expressionof
feelingthatcanresultin understanding .
WHAT ARE THE TWO BASIC TYPES OF
COMMUNICATIONS?
1. NON-VERBAL COMMUNICATION
-Signs -Symbols
-Gestures -bodylanguage
-facial expressions
-Colors
2. VERBAL COMMUNICATION
-Oral
-Written

2. PROCESS OF COMMUNICATION
1. TRANSMISSIONMODELS
A. Lasswell’sCommunicationModel (1948)
B. Shannon-Weaver’sCommunicationModel (1948)
2. RECEPTIONMODEL
A. Osgood- SchrammModel Of Communication(1954)