1. The document discusses people media, which are people engaged in using, analyzing, evaluating, and producing media and information. 2. People can be considered "people as media" when they are able to provide information to others through social media and word-of-mouth. Opinion leaders are also discussed as people who influence lower-end media users. 3. The document describes citizen journalism and social journalism, where regular people participate in reporting and sharing news and information.

1. People and Media

2. Objectives
At the end of this lesson, you will be able to
1. describe people media and people in media;
2. explain the influence of opinion leaders; and
3. put into practice citizen journalism by creating an
advocacy page.

3. People Media
People media are people engaged in the use, analysis,
evaluation, and production of media and information.
People media may be informally categorized as people
as media or people in media.

4. You can be considered people as media when you are well-oriented
to media sources and messages and when you are able to provide
information as accurate and reliable as possible.
People as media

5. People are able to mediate the
information to others without
necessarily having to spend too
much resources on media
technologies or advertising
schemes.
People as media

6. This is termed by Rasmus
Nielsen as ground wars, which
means people are sent out to do
the legwork of campaigning and
sharing information through
word-of-mouth, rather than
resorting to airwaves.
People as media

7. Social networking is one of the fastest ways of
getting information to wider and more diverse
audiences in just a click of a tab or button.
People as media

8. Likes and Status Updates in your social media
accounts translate as people media.
People as media

10. Online virality, which you may roughly attribute as more of a
technological phenomenon, is surprisingly very much people media.
People as media

12. Industrial Application of People as Media
Online marketing and advertising has
found its way in social media because of
the efficacy of the tool and the seemingly
personal way that the information is
delivered.

13. Industrial Application of People as Media
Online marketer Netizens
Interactive and
intimate sharing

14. Customers are turned into brand advocates
by starting a conversation and bringing like-
minded people together.

15. Opinion Leaders as People Media
Opinion leaders are highly exposed to and
actively using media. In doing so, they become
a source of a viable interpretation of messages
for lower-end media users.

16. Opinion leader
Opinion followers

17. Monomorphic Opinion Leader

18. Polymorphic Opinion Leader
Politics
Showbiz
Education
Science

19. Opinion leaders
screen media
messages and pass
on those messages
and help others share
their views.

20. Two-Step Flow Model

21. Citizen Journalism
Citizen journalism occurs when members of the
public become active participants in the collection,
reportage, analysis, and dissemination of news
and information to other citizens.

22. Citizen Journalism

23. Social Journalism
Social journalism is a model of information relay
that combines professional journalism with those
offered by citizens journalists or even regular
audiences who post feedback, comment, or who
share content on their online accounts.

24. Social Journalism
Professional journalists practicing social journalism
are people media precisely because their mindset
is toward higher participation among outside
contributors to be more involved in information
sharing.

25. Social Journalism
Assortedge

26. Crowdsourcing This is when a group of people or a
crowd is solicited for information by
certain entities or institutions.

27. Crowdsourcing

28. People in Media
Media practitioners are people in media. They
provide information coming from their expert
knowledge or first-hand experience of events.

29. People in Media

30. People in Media
Newsroom hierarchy