This document discusses media and media effects. It defines mass media as channels used to transmit information to large numbers of people and media effects as the intended or unintended consequences of mass media. Several theories of media effects are outlined, including cultivation theory, agenda-setting theory, and the propaganda model. The document also discusses how media can influence youth and defines propaganda. Formative assessments are included to evaluate students' understanding of media effects and how to protect against propaganda.

1. MEDIAAND INFORMATION
LITERACY (MIL)
Mass Media
Media Effects
HENRY MONTEALEGRE JR.
SHS TEACHER
MIL PPT 09, Updated: JULY, 2018
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. Topic Outline
I- Mass Media
A. Definition
B.Theories on Media Effects
II- Media Effects
A. Importance of Understanding Media Effects
B. Effects to theYouth

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

5. 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/)

6. 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)

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

8. 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/tags/kap
amilya/)

9. 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/)

10. 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)

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

12. (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

15. MEDIA EFFECTS
Agenda-settingTheory
(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/)

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

17. MEDIA EFFECTS
Propaganda Model of Media
Control
(Herman & Chomsky )
• The model tries to understand
how the population is
manipulated, and how the social,
economic, political attitudes are
fashioned in the minds of people
through propaganda.
Source: https://www.amazon.com/Age-
Propaganda-Everyday-Abuse-
Persuasion/dp/0805074031

18. 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/dictionar
y/propaganda)
Source: https://www.amazon.com/War-
Politics-Superheroes-Ethics-
Propaganda/dp/0786447184

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

20. (Source: http://vote-revolt.com/2016/03/14/americas-mainstream-media-weapons-of-
mass-deception/)
PROPAGANDA?

21. 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?

22. VIDEO PRESENTATION
Media Effects (2010)
YouTube Channel: Public Sphere
Retrieved October 27, 2016 from
https://www.youtube.com/watch?v=qvgURfZMGoQ
Why is it important to understand how media
effects work?

24. CARTOON ANALYSIS
(Source: http://www.cartoonmovement.com/cartoon/13128)

25. VIDEO PRESENTATION
How the Media AffectsYouth (2015)
by Oda Faremo Lindholm,TEDxOslo
Youtube Channel:TEDxTalks
Retrieved October 27, 2016 from
https://www.youtube.com/watch?v=HjnclEhy960
PERFORMANCE TASK: WRITTEN WORK

27. ■ Write a reaction paper about the talk “How the Media
Affects theYouth” 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

28. Very Good Good Poor
Needs
Improvement
INTRODUCTIO
N
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

29. 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.)

30. 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.)

31. THANK YOU!

32. 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/