MASS MEDIA IN 4 TYPES OF THEORETICAL LENSES SEMIOTIC THEORY USES AND GRATIFICATION THEORY CULTURE INDUSTRY AGENDA -SETTING THEORY

1. Mass Media on
Semiotics Theory

2. Signs and symbols are a main element of
communicative behavior.
A sign is not just a sign; it represents a language
onto itself. Cooler Insights explains that Ferdinand
de Saussure, a Swiss linguist and semiotician,
identified two prominent roles of signs and symbols.
They are:
Signifier – signifies an object, image or text
Signified – what the signifier is referring to, which
can only be defined by the recipient of the signifier.

3. Example:
A hamburger depicted in an advertisement.
The signifier is the physical presence of the hamburger
– its two buns with a piece of meat in between.
The signified is the mental concept.
The burger represents different things to different
receivers. For some, it may signify unhealthy or fat,
while others may feel hunger or desire.
.

4. TIMMERMAN
INDUSTRIES
Marketers try to invoke a positive action
with the use of semiotics. They use both
visual and verbal cues to accomplish this
outcome. Some of these cues are:
Logos
Tag lines or slogans
Colors
Famous individuals
Text

5. The Three Areas of Semiotics Three areas are included in the
semiotics theory.
They are semantics, syntactics and pragmatics.
As described by the Great Semioticians website,
Semantics refers to the relationship between signs and their
meaning.
Syntactics are signs that relate to formal structures, such as how an
advertisement is sequentially constructed.
Pragmatics refers to how signs influence people who use them.
All three areas work together in an effective advertising message to
accomplish a desired goal. It is important to understand and
analyze their effect on your potential customers.

6. TIMMERMAN
INDUSTRIES
Semiotics Analysis Uses Interpretative Content
A paper published by San Jose University states that
when identifying and analyzing semiotics in advertising,
you should first look at the signs, goals and meanings.
Then, identify the signifier and signified.
Remember, you are not identifying the physical product
or service but rather how it makes you, as the signified,
feel. In other words, how do you interpret the content
beyond the physical object?

7. TIMMERMAN
INDUSTRIES
Lorem ipsum dolor sit amet, consectetur
adipiscing elit, sed do eiusmod tempor
incididunt ut labore et dolore magna
aliqua. Ut enim ad minim veniam, quis
nostrud exercitation ullamco laboris nisi
ut aliquip ex ea commodo consequat.
Duis aute irure dolor in reprehenderit in
voluptate velit esse cillum dolore eu
fugiat nulla pariatur. Excepteur sint
occaecat cupidatat non proident, sunt in
culpa qui officia deserunt mollit anim id
est laborum.
New Products
and Services

8. TIMMERMAN
INDUSTRIES
The Difference Between Semiotic Signs and Semiotic Symbols
A sign is universal. When you see the white "H" on the blue
background, you know a hospital is nearby. However, a symbol
means different ideas to different groups of people.
Can a sign and symbol ever be the same? For example, think of the
Apple icon for the iPhone. When you see an apple with a bite
taken out of it, you know what it is. It's a sign. However, it's also a
symbol that implies progressive, cutting-edge technology, which
equates to the feeling that if you have the newest device, you're hip
and cutting edge too. Apple uses its semiotic logo to accomplish
both goals.

9. Semiotics in Advertising and Marketing
You can't consume commercially sponsored video or audio
without encountering semiotic symbols and signs. They invade
your thoughts and encourage you to respond, and they're
everywhere. Advertiser use symbolism to represent a service or
product and tempt consumers to purchase it. They create a story
that, according to Zion & Zion, makes you feel that their product
should be important in your life. It goes beyond just the
motivation to purchase. Semiotics in advertising often encourages
you to believe that a product or service will somehow enhance
your prestige or lifestyle. It creates an emotional response.

10. Semiotics in Marketing Creates an Emotional Response
According to psychologist Daniel Kahneman, as reported by the
CXL Institute, there are two systems involved in semiotics theory.
The first is the emotional system, which often overwhelms the second
system. The second system is the rationale. The emotional meanings
you find in symbols take over your rational self and persuade you to
make decisions regarding an advertising message. Marketers use
semiotics to tug at heartstrings and base their advertising on your
emotional response.

11. Semiotics Examples Found in Music
Not all semiotic examples are pictures or logos.
For example, the "Like a good neighbor, State Farm is
there" jingle symbolizes the feeling of security that you
want from an insurance company. It's asking you to
buy a service based on emotion. A good neighbor is
there to help, and that's what State Farm wants to do.
The signifier is insurance, while the signified is the
feeling of comfort you receive from the found security.

12. KFC also used semiotics in marketing in its jingle "Have a
bucket of chicken; have a barrel of fun." The jingle invoked
good times at dinnertime even before the chicken was bought.
It symbolized happy times; never mind the food. It made you
feel good.

13. Slogans and Signs Create Semiotic
Examples
Nike has been using the "Just Do It"
slogan or years. Combine that with its
check mark logo, and you have a
powerful campaign that is infused with
emotion. The slogan makes you feel like
you can achieve anything, whether it's
an athletic feat or passive pursuit. When
you buy those tennis shoes, you can "Just
Do It" and do it well.
TIMMERMAN
INDUSTRIES

14. The golden arches sign of
McDonald's gleams above us,
dangling that proverbially happy
meal. The arches have been
simplified to the letter M, and
whenever you see that yellow M,
your mouth may start to water. This
semiotic sign has been tempting
hamburger eaters for generations. It
creates a desire for food that – let's
face it – a carrot can't satisfy. The
feeling is one of satisfaction,
knowing that your hunger will
happily end.

15. Semiotics in the media doesn't necessarily require an
obvious sign. For example, it could be a camera angle,
color, background or print type. It is anything that can
initiate a call to action. Because of its broad reach,
media is a perfect vehicle for advertisements to create a
cultural document, as explained by the American
Journal of Science. This allows you to not only
acknowledge your feeling toward the product or service
but also to share it in a cultural theme with the
populace.

16. Semiotics in the Media
In the media, semiotics is used to explain how ideas and
attitudes are communicated. Certain signs in the media may be
interpreted differently from the original intent of the sign. The
Institute of Historical Research on the Archives History website
writes that Philosopher Roland Barthes asserted using signs
through the media was a way of normalizing the world in line
with an individual's perspective. This allows the media to deliver
both social and political messages.

17. TIMMERMAN
INDUSTRIES
The Semiotics Theory Is Alive and Well Other semiotics
examples exist. Tony the Tiger on the Frosties box
elicits a sensation of strength and good health. While
the Downy bear bouncing around the clean sheets and
towels evokes the feeling of comfort and joy. Both
advertisements go beyond their products' functions.
Using semiotics effectively in your marketing
encourages the consumer to act on your message, which
bolsters your success.

18. Uses and Gratification
on Mass Media

19. USES AND GRATIFICATION
THEORY
https://www.youtube.com/watch?
v=Vn9_0mTfT3Y
TIMMERMAN
INDUSTRIES

20. Uses and Gratifications Theory
Asserts that people use media to gratify
specific wants and needs.
Unlike many media theories that view media
users as passive, uses and gratifications sees
users as active agents who have control over
their media consumption.

21. Uses and gratifications characterizes people as active and
motivated in selecting the media they choose to consume.
The theory relies on two principles: media users are active
in their selection of the media they consume, and they are
aware of their reasons for selecting different media options.
The greater control and choice brought about by new
media has opened up new avenues of uses and
gratifications research and has led to the discovery of new
gratifications, especially in regards to social media.
Key Takeaways: Uses and Gratifications

22. Origins
Uses and gratifications was first introduced in the 1940s as scholars
began to study why people choose to consume various forms of media.
For the next few decades, uses and gratifications research mostly
focused on the gratifications media users sought. Then, in the 1970s,
researchers turned their attention to the outcomes of media use and
the social and psychological needs that media gratified. Today, the
theory is often credited to Jay Blumler and Elihu Katz’s work in
1974. As media technologies continue to proliferate, research on uses
and gratifications theory is more important than ever for
understanding people’s motivations for choosing media and the
gratifications they get out of it.

23. On the basis of those principles, uses and gratifications goes on to outline five assumptions:Media
use is goal-directed. People are motivated to consume media.
Media is selected based on the expectation that it will satisfy specific needs and desires.
Media influence on behavior is filtered through social and psychological factors. Thus, personality
and social context impact the media choices one makes and one’s interpretation of media messages.
Media are in competition with other forms of communication for an individual’s attention. For
example, an individual may choose to have an in-person conversation about an issue instead of
watching a documentary about the issue.
People are usually in control of media and therefore are not particularly influenced by it.
Assumptions
Uses and gratifications theory relies on two principles about media users. First, it characterizes media
users as active in their selection of the media they consume. From this perspective, people don’t use
media passively. They are engaged and motivated in their media selections. Second, people are aware
of their reasons for selecting different media options. They rely on their knowledge of their motivations
to make media choices that will help them meet their specific wants and needs.

24. Taken together, uses and gratifications theory stresses
the power of the individual over the power of the
media. Individual differences mediate the
relationship between media and their effects. This
results in media effects being driven as much by the
media user as by the media content itself. So, even if
people take in the same media message, each
individual will not be impacted by the message in the
same way.

25. Uses and Gratifications Research
Uses and gratifications research has uncovered several motivations
people often have for consuming media.
These includes :
>force of habit
>companionship
>relaxation
>passing the time
>escape and information.
In addition, a newer body of research explores people’s use of media
to meet higher order needs like finding meaning and considering
values. Studies from a uses and gratifications perspective have
involved all kinds of media, from radio to social media.

26. TIMMERMAN
INDUSTRIES
Personality and TV Selection
The emphasis on individual differences in Uses and gRATIFICATIONhas led
researchers to investigate how personality influences people's motivations for using
media.
A study conducted by Virginia Polytechnic Institute and State University, for
example, looked at personality traits such as neuroticism and extroversion to see if
people with different traits identified different motivations for watching television.
The researcher discovered that participants with neurotic personalities were
motivated by passing the time, companionship, relaxation, and stimulation.
Participants with extraverted personalities experienced the opposite effect.
Furthermore, while neurotic personality types preferred the companionship motive
the most, extraverted personality types strongly opposed it as a reason to watch TV.
These findings were deemed consistent with these two personality types by the
researcher.

27. Research has also been conducted to uncover the gratifications sought
and obtained through social media use. For instance, another study
published in CyberPsychology & Behavior uncovered four needs for
Facebook group participation. Those needs included socializing by
staying in touch and meeting people, entertainment through the use
of Facebook for amusement or leisure, seeking self-status by
maintaining one’s image, and seeking information in order to learn
about events and products. In similar study, researchers found that
Twitter users gratified their need for connection through the social
network. Increased usage, both in terms of the amount of time one
had been active on Twitter and in terms of the number of hours per
week one spends using Twitter, increased the gratification of this
need.

28. CULTURE INDUSTRY
IN MASS MEDIA

29. https://www.youtube.com/wat
ch?v=p3XvJDxjIpU
TIMMERMAN
INDUSTRIES

30. CULTURE
INDUSTRY IN
MASS MEDIA

32. TIMMERMAN
INDUSTRIES
The popular culture in the media
Popular culture is a movement that was started in order to
give voice to the common masses through different forms of
media, such as television shows, technology, magazines,
folklore, sports, movies, contemporary books, paintings, sports,
fashion, pop music, and so on.

35. TIMMERMAN
INDUSTRIES

41. Agenda Settings
THEORY on Media

42. Public agenda setting: when the public determines the agenda for
which stories are considered important
Media agenda setting: when the media determines the agenda for
which stories are considered important
Policy agenda setting: when both the public and media agendas
influence the decisions of public policy makers
Types of Agenda Setting
There are three types of agenda setting:

43. TIMMERMAN
INDUSTRIES
When major news happens, the world’s mass media organizations take
notice.
Whether it’s the President of the United States making an announcement
or a severe storm battering a region, when it’s a story that affects people,
the news media is on alert to cover it, providing viewers with the facts and
information they need to understand what is happening.
But sometimes it may seem, with so much media focus and scrutiny on a
single event, that the mass media is missing or even ignoring other
important stories. This is the crux of the agenda-setting theory.
This theory refers to how the media’s news coverage determines
which issues become the focus of public attention.

44. Criticisms
One of the issues with the agenda-setting theory is that it is difficult to measure.
Research on the theory has been largely inconclusive in establishing a causal
relationship between public prominence and media coverage. And in 2018, with
the worldwide influence of the internet and social media, where almost everyone
can find news they’re looking for instead of being constrained by just relying on
one or two sources, it’s harder to convince others that the mass media is setting the
agenda.
In addition, the theory doesn’t work for people who have already made up their minds.
For example, someone might believe that his or her elected official was the right choice
for office, despite numerous compelling reports to the contrary presented by the mass
media.

45. GROUP 1
RICHEL S. NARBONITA
CATHERINE MAMALUMPONG
RAHIMA HADJI ALI
JANE BERGADO
JUDE PALALISAN
CREME JOY SALINDA
IVIE DIMLA

46. PHILIPPINE POPULAR CULTURE
BEED 1ST YEAR
STRATFORD INTERNATIONAL SCHOOL