Disclaimer: Background pictures and Information doesn't belong to the account holder. The photos are search from google while the information have been cited at a k-12 program book entitled: MEDIA AND INFORMATION LITERACY (Module 11) Exclusively published and distributed by DIWA LEARNING SYSTEM INC 4/F SEDCCO 1 Bldg 120 Thailand corner Legaspi Streets Legaspi Village, 1229 Makati city, Philippines Author: Boots C. Liquigan I hope this will help in your learning and activities but please cite the book. Thank you!

1. People
and
Media
Module 11
Media and Information Literacy

2. Perspective on Media Effects
In the media education, the three main paradigms on effects are:
Powerful & Direct Effect
• The most classic and debunked theory in direct
effect is magic – bullet or hypodermic needle theory
which states that media is capable of greatly
influencing the attitudes and behaviors of these
audiences without even realizing it.
• Audiences are considered automatons and are at the
mercy of media.

3. Limited
Effects
Moderate Effect
• Limited effect paradigm, believes that you are
highly capable of discerning propaganda and that
media has limited capacity to persuade you.
• Modern effect paradigm is reconciliatory and is
mid-way between the two.
• Audiences are not passive and are capable of
creating meaningful experience.
• This paradigm acknowledges that “media effects
can occur over longer period of time (while the
limited effect was unable to understand the
media role in cultural changes).”

4. People as Media
You can be considered people
as media when you yourselves
are well-oriented to media
sources and messages and when
you are capable to provide
information as accurate and
reliable as possible.
People as media are highly
expected to be responsible
disseminators of information.

5. People as Media
They may not be aided by certain
media technology.
It may be that the message literally
comes out from their mouth and
directly received by the receiver’s
auditory sense or, they are
delivered using a particular media
form such as social media.
Media technology are merely
inanimate objects that will only
function when controlled by human
beings. (computer, cellphone, etc.)

6. People as Media
People as media are manifested
through person-to-person transfer of
content or information.
They rely heavily on networks
primarily because the first set of
people who would find you credible
would be the people within your
circle.

7. 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.
• The online account holder/owner is very
much involved and taps many networks
and distant corners within these networks.
Greater interaction between the
promoter/sharer and the recipients makes
the sharing more “intimate.”

8. Opinion leaders as People Media
• You are considered an opinion leader when you are highly expose to and actively
using media. In doing so you become a source of a viable interpretation of message
for lower end media users.
• In essence, opinion leaders are believed to be more influential to other people’s
opinions, attitudes, and perceptions than the media from which the message
originated.
You become as effective opinion leader when
you are able to influence your followers to
produce educated opinions and make informed
choices.

9. Opinion leaders as People Media
Opinion leaders are expected to have a first instance of exposure to the media
content especially on topics that they are more involve in. they interpret the
media content based on their views and biases, and these interpretations are then
passed on to their opinion followers, who are assumed to have less frequent
exposure or contact with media (Baran,2010).

10. Opinion leaders as People Media
Karz (1957) identified the following reasons as to why opinion leaders are more
influential than the media themselves:
• They are seen as trustworthy and nonpurposive
• They have a more changing or determining role in an individual’s opinion or
action.

11. Opinion leaders as People Media
Opinion leader is not static. According to Littlejohn (2008), “opinion leadership
changes from time to time and from issue to issue” and that an opinion leader
may be monomorphic – someone influential in a topic or polymorphic – someone
who is well-versed on a variety of topics. Gatekeeping is also one of the
perceived function of opinion leaders because they “screen media message and
pass on those message and help others share their views.”
Opinion Leaders are essentially people media

12. Citizen Journalism
• Also known as "public," "participatory," "democratic," "guerilla," or
"street" journalism, citizen journalism occurs when members of the
public becomes active participants in the collection, reportage,
analysis, and dissemination of news and information to other citizens
( mashable.com )
• Most people consider citizen journalism as "specific form of both
citizen media and user generated content."
• Citizen journalism has become prevalent because of the proliferation
of new media technology such as social media and other means over
the internet.

13. Social Journalism
 A model of information relay that combines
professional journalism with those offered by
citizen journalist or even regular audiences who
post feedback, comment, or who share content (
such as stories and events) on their online
accounts.
 Social journalist are essentially professional
journalist or "paid and unpaid contributors and
readers.“
 Open Publishing where readers intentionally or
unwittingly contribute content just by sharing
through their online social accounts.

14. Crowdsourcing
 This is when a group of people or a crowd is solicited
for information by certain entities or institutions.
 Also called collective mobilization.
 Useful in business situations because ordinary people
can provide information to organizations regarding "
new ideas and solutions, deeper consumer
engagement, opportunities for co-creation,
optimization of task, and reduced cost
(crowdsourcing.com)."

15. Crowdsourcing can be used
to do the following:
 Promote innovative ideas
 Encourage interconnectedness in idea sharing
 Motivate co-creation
 Encourage participation from consumers or
ordinary citizens
 Promote a more efficient and productive way of
sharing information

16. People in Media
 Media practitioners themselves become people
media, in particular, people in media.
 They provide information coming from their expert
knowledge or first-hand experience of events.
 People in media are those involved in the media
forms that they are primarily engage in – print,
broadcast, film, new media, and gaming.