This document discusses various topics related to media and media effects, including: - Definitions of mass media and media effects - Several theories of media effects such as third-party theory, reciprocal effect, boomerang effect, cultivation theory, and agenda-setting theory - Discussion of propaganda and how to identify propaganda in social media - The role of organizations like MTRCB in regulating media content in the Philippines - A performance task that asks students to write a reaction paper analyzing how media affects youth

1. MEDIAAND INFORMATION
LITERACY (MIL)
Mass Media
Media Effects
Mr. Arniel Ping
St. Stephen’s High School
Manila, Philippines MIL PPT 09, Updated: October 31, 2016
4. Types of Media (Part 2)

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. Viral: “The Upuan Girl”
(Source: http://www.wattafox.com/2016/08/viral-upuan-girl-in-mrt-feels-sorry-for.html)

4. 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/)

5. 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)

6. MEDIA EFFECTS
Third – party Theory
• People think they are more
immune to media influence
than others.
(Source: https://www.linkedin.com/pulse/death-
human-conversation-awad-abdelgayoum)

7. 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/ta
gs/kapamilya/)

8. 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/)

9. 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)

10. MTRCB (Movie and Television Review and
Classification Board) is the government
agency responsible for rating television
programs and films in the Philippines.

11. (Source: http://pelikulangayon.blogspot.com/2016/01/what-is-mtrcb-what-mtrcb-does.html)
MOVIE CLASSIFICATION RATINGS
VIDEO PRESENTATION
MTRCB 2016 Infomercial
https://www.youtube.com/watch?v=6PVFQjIEZ-M

12. MEDIA EFFECTS
Agenda-setting Theory
(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/)

13. FORMATIVE ASSESSMENT:
CARTOON ANALYSIS
(Source: http://www.personal.psu.edu/bfr3/blogs/asp/2013/03/media-influence-stop-it-or-use-it.html)

14. 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/dicti
onary/propaganda)
Source: https://www.amazon.com/War-
Politics-Superheroes-Ethics-
Propaganda/dp/0786447184

15. (Source: http://inktank.fi/good-and-bad-us-and-them-the-pure-power-of-propaganda/)
THE ESSENCE
OF PROPAGANDA

16. 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?

17. VIDEO PRESENTATION
Effects of Media in the Filipino Youth Group 5
Jul 29, 2018
Source:
https://www.youtube.com/watch?v=7QlGTwjItUM
PERFORMANCE TASK: WRITTEN WORK

18. ■ Write a reaction paper about the talk “How the
Media Affects the Youth” 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

19. Very Good Good Poor
Needs
Improvement
INTRODUCTION
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

20. 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.)

21. 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.)

22. 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/