This document discusses the effects of mass media, particularly television, on children. It notes that children spend an average of 3 hours per day watching television, where they are exposed to violence and stereotypes. Studies have shown that by age 18, children will have seen over 200,000 violent acts on television. There are three primary negative effects of viewing violent television: 1) children learn aggressive behaviors, 2) children develop exaggerated fears of becoming victims of violence, and 3) children become desensitized to violence. The document also discusses how mass media influences Filipino children's leisure activities and preferences.

1. PREPARED BY:
JODI CHARIMAYE FLORES LIDASAN

2. READ THE
FOLLOWING REPORT.

3. One of the most important
influences of the mass media is on
the socialization of children.
By providing “role models” and
stereotypes, children often adopt
these models and stereotypes as
they engage with their families
and friends.

4. According to American Academy
of Pediatrics (AAP) website,
children between the ages of 2
and 18 spend an average of three
hours each day watching
television. A three year National
Television study, reported by the
AAP, found that children’s show
had the most violence of all television
programming.

5. Statistics read that some cartoons
average 20 acts of violence in one hour,
and that by age of 18, children will have
seen 16,000 simulated murders and 200,
000 acts of violence on television. Young
people are especially in jeopardy the
negative effects of television violence
because “many younger children cannot
discriminate between what they see and
what is real” reports the AAP.

6. Recent reviews of the media violence
research concluded that there are three
primary effects of viewing violent
television programming on children.

7. 1. First, ample evidence supports the
contention that children can and do learn
aggressive behaviours and attitudes from
viewing violence on television. For example
heavy viewers of television violence are more
likely to see violence as a reasonable means of
settling disputes.
2. Second those who view relatively high levels
of televised violence develop an increased and
exaggerated fear of becoming a victim of
violence.
3. Finally, viewers of television violence have
shown a tendency to become desensitized to
violence.

8. Among Filipino children, the picture is different.
According to the New Generations 2012 Survey of
Cartoon Network, led by Duncan Morris, Vice
President for Research and Market Development
for Turner International Asia Pacific Ltd., “Filipino
children are clear about what they want and don’t
want.” Morris says, Filipino children have firm
preference on what gadgets they like to use, what
TV shows they like to watch, and what activities
they want to do. In terms of access to gadgets, the
Internet, and related technology, Filipino children
are ahead of their peers in more developed
countries in Asia-Pacific.

9. QUESTIONS:
1. What does the report says all
about?
1. What are the effects of mass
media?

10. ACTIVITY:
ROLE PLAY

11. Instruction:
Each group should present a ‘role play’,
2 minutes for discussion and 3 minutes
for presentation. You must follow the
given criteria.

12. CRITERIA:
Content of the role
play
Cooperation
Finish on time
Characterization
TOTAL
20 pts
10 pts
10 pts
10 pts
50 pts

13. THE MASS MEDIA AND SOCIETY

14. What is Mass Media?
-noun, plural mass media. Any of
the means of communication, as
television or newspapers, that
reach very large number of people.

15. What is Society?
-a body of individuals living as
members of a community;
community.

16. Most people think that the mass
media especially television has
pervasive effect on society,
especially on children. Today, it is
not an exaggeration to say that
younger generations are shaped
more by the mass media more than
their genes.

17. This is especially true when one
considers the pervasive presence of
Internet-mediated technology in the
lives of young people. In effect, people
have often blamed the mass media for
shaping the violent behaviour of
children. Violent behaviours are also
commonly associated with watching
movies and television.

18. The media process does not
merely interact with the rest of
society; it has major impact on how
the rest of society understands and
imagines itself (Couldry 2000, 54).
McGuire (1986) noted several of
the most commonly mentioned
intended media affects:

19. A. The effects of advertising on purchasing
B. The effects of political campaigns on voting
C. The effects of public service announcements
(PSAs) on personal behaviour and social
improvement
D. The effects of propaganda on ideology and
E. The effects of media ritual on social control
These effects work together to shape the
behaviour and thinking of people.

20. Mass media also impact on the way
young people spend their leisure. It is
shown that young Filipino prefer to go
malls than in the parks and museums.
The situation may even be worse today.
Today’s youth are fond of going to
shopping malls rather than hanging at
historic places and public parks.

21. Moreover, many you Filipinos prefer to play
online games than engage in traditional physical
sports and games. Among the major findings of
the survey, Internet Access and Use by Filipino
Schoolchildren, conducted by the Asian Institute
of Journalism and Communication (AIJC)
commissioned by UNICEF in 2009, is that online
gaming is another favourite pastime of the
Filipino youth with almost 8 out of 10
schoolchildren connected to the net playing
online games.

22. Mediatisation of Social Life
The intrusion of media experts in
politics and electoral campaigns are
perfect examples of mediatisation of
politics. Mediatisation refers to the
pervasive effects of mass media on
how people see and interpret social
events.

23. It is not an exaggeration to say that
mass media influences people more
than their genes. The reason being that
mass media permeates and mediates
all forms of social life, not just politics.

24. The mass media through the influence
of large advertising companies,
generates images called “spectacle” by
French sociologist, Guy Debord. These
images or “spectacle”, in turn, form a
life of their own that pre-defines and
determines the way people look at the
world and interact with other people.

25. In other words, only through
media images that people have
access to the world and reality
at large.

26. One does not only buy a product.
One buys the lifestyle associated by
the product.
One associates a product with a
celebrity endorser.
When one, for instance, sees the logo
or Apple o iPhone one immediately
equates it with “luxury” and durability.

27. Hence many sociologist today believe that
we live in “society of brands and logos”
(Klein).
The French sociologist Jean Baurdrillard
even argued, quite extremely, that today,
with the proliferation of mass media
images, people cannot distinguish anymore
between real and the copy of the real or the
simulacrum.

28. One cannot, for instance, distinguish, from
mere looking alone, a real woman from
transsexual, or an authentic branded shirt or
gadget from a fake one.
The power of technology today to produce
millions of copies of songs, images, videos,
books, and articles through torrents, mp3,
and other electronic formats seems to erase
the distinction between the “original” and
the “copies”.

29. APPLICATION:
Instruction:
READ CAREFULLY AND UNDERSTAND THE
FOLLOWING STATEMENTS.
Put a LIKE symbol if you AGREE in the
statements and DISLIKE symbol if you
Disagree in the statements.

30. QUESTIONS: AGREE DISAGREE
1. Let the student watch a television on his own.
2. Allow the kid to witness fight scene on television without parents.
3. Let the student use his gadgets every day.
4. Allow the kid to watch informative documentary show with their parents.
5. Let the student watch educational show alone.
6. The student should not be allowed to watch television during exam
review.
7. The student buy products that are frequently advertise in the television
use by their favourite artists. (Ex. Soap, shampoo etc.)
8. The student buy/use trendy clothes, cell-phones, haircuts and shoes worn
by famous celebrity endorser .
9. The student uses latest slang words, mannerisms frequently use by
celerity host.
10. The student buy books that are introduce by a celebrity endorser.

31. ASSESSMENT:
Multiple Choices:
Put a CHECK (/) if this is okay and EXES
(x) if this not okay
In one fourth (¼ ) sheet of paper .

32. QUESTIONS: CHECK
(/)
EXES
(X)
1. I will minimize watching crime
scene or fight scene on television.
2. I will watch documentary show
like Reel time, I witness, and
Brigada on GMA News with the
supervision of my parent.
3. Before I buy product I must
consider the celebrity endorser.
4. When I buy new cell-phone I
want the latest phone endorse of
my celebrity idol.
5. Before I will buy a product I will
check if it really effective.

33. ASSIGNMENT
Instruction: Write your answer in one half
(1/2) cross-wise, with neat, clean, and
presentable. (ESSAY) Answer what is being
asked by the following: (5 points each)
1. How does mass media shape the way you
look at reality?
2. How does the mass media influence the
way we relate with other and alter social
relationship.

34. THANK YOU FOR
LISTENING