PERPETUAL SUCCOUR ACADEMY, INC.
National Rd., Poblacion Dos, Malabuyoc, Cebu
Teacher-made Learner’s Home Task
Media and Information Literacy
Quarter 1 Week 6-7
I. MELC Compare and contrast how one particular issue or news is presented through the different types of media
(print, broadcast, online)
II. Objective/s Knowledge: identify the different types of media
Skills: Discuss to class on how a particular individual is portrayed in public using
different type of media.
Values/Attitude:
III. Subject Matter
Types of Media
References
IV. Procedure Readings
Modern media comes in many different formats, including print media (books, magazines,
newspapers), television, movies, video games, music, cell phones, various kinds of software, and the
Internet. Each type of media involves both contents, and also a device or object through which that content is
delivered. By which, it has also an important accountability mechanism: it raises important issues, corruption
for example, that might otherwise never be publicly debated or addressed. The media also has an important
role in stimulating governments to act on social policy, can also expose problems that need to be addressed,
for example poor living conditions or lack of access to services and so on. Thus, it takes to the idea of how
media is now used and by what degree of confidence does the content is credible in different media formats.
With this, the lesson will give you the direction on the different type of media and the how an individual is
portrayed in a public using variety of media formats.
TYPE OF MEDIA
Media simply refers to a vehicle or means of message delivery system to carry an ad message to a targeted
audience. Media like TV, Radio, Print, Outdoor and Internet are instruments to convey an advertising
message to the public. The main task of media planners is to select the most appropriate media channels that
can effectively communicate the advertising message to a targeted audience. Hence, it is essential for media
planners to:
Keep up with latest media trends
Keep up with New technological developments,
Determine long and short term effects of different media
Analyse Strengths and Weaknesses of different media
DIFFERENT TYPES OF MEDIA
1. Print Media - media consisting of paper and ink, reproduced in a printing process that is
traditionally mechanical. It is used to describe the traditional or "oldfashioned" print-based media
that today's parents grew up with, including newspapers, magazines, books, and comics or graphic
novels
2. Broadcast Media - media such as radio and television that reach target audiences using airwaves as
the
transmission medium.
3. Film/Movies. These are the oldest form of motion picture technology capable of capturing lifelike
video-style images. Originally, movies could only be consumed at a neighborhood movie theater, but
these days movies are widely available for people to consume in their homes, on their computers, and
even in through their telephones. Commercial movies are broadcast on television, and via cable and
satellite services which may feature High Definition (HD) video resolution and sound, essentially
allowing the movie theater experience to be replicated in a home theater environment
4. New Media - content organized and distributed on digital platforms such as the Internet. It refers to
“those digital media that are interactive, incorporate two-way communication and involve some form of
Page 1 of 4
computing,” Robert Logan writes in his book Understanding New Media. New media is “very easily
processed, stored, transformed, retrieved, hyperlinked and, perhaps most radical of all, easily searched
for and accessed.”
MEDIA CONVERGENCES
Media convergence is the merging of mass communication outlets – print, television, radio, the Internet
along with portable and interactive technologies through various digital media platforms. Media convergence
is the blending of multiple media forms into one platform for purposes of delivering a dynamic experience.
Technologically rich societies have entered the digital age, and media industries are grappling with new
opportunities – and threats – afforded by what is called “convergence”. Media people tend to get very excited
about convergence, because it holds so much promise. The melding together of different media,
incorporating new personalized services is both impressive and overwhelming.`
MEDIA CONVERGENCE
•co-existence of traditional and new media.
•co-existence of print media, broadcast media (radio and television), the Internet, mobile phones,as well as
others, allowing media content to flow across various platforms.
•ability to transform different kinds of media into digital code, which is then accessible by a range of devices
(ex. from the personal computer to the mobile phone), thus creating a digital communication environment
MASS MEDIA AND MEDIA EFFECTS
The flow of information has completely changed bringing an overhaul to the overall media sector.
Basically, when a person is portrayed in public more people are likely to access the information online. In
this age of media convergence, there has been an increase in the number of blogs that give information unlike
in the past where one could only access information from very limited sources, mainly “the print media”.
There is no restriction on who can write a blog with platforms like word press offering even a free version of
their blogs. More to that, there has been an increase of video blogs that give information and news within a
click of a button from your computer. Some of the platforms include YouTube where uploading a video is
completely free. Basically, more people will access a person portrayed in public via digitized system as
compared to the old types of media.
MASS MEDIA
It is known as being one of the most significant forces in modern culture. It refers to channels of
communication that involve transmitting information in some way, shape or form to large numbers of
people. Further, it is a communication—whether written, broadcast, or spoken—that reaches a large
audience. This includes television, radio, advertising, movies, the Internet, newspapers, magazines, and so
forth. Sociologists refer to this as a mediated culture where media reflects and creates the culture.
Communities and individuals are bombarded constantly with messages from a multitude of sources including
TV, billboards, and magazines, to name a few. These messages promote not only products, but moods,
attitudes, and a sense of what is and is not important. Mass media makes possible the concept of celebrity:
without the ability of movies, magazines, and news media to reach across thousands of miles, people could
not become famous. In fact, only political and business leaders, as well as the few notorious outlaws, were
famous in the past. Only in recent times have actors, singers, and other social elites become celebrities or
“stars.”
MEDIA EFFECTS
The environment in which media policy and regulation are undertaken has been radically shifting as
users more easily control their own media environments and younger users (“digital natives”) are often most
familiar with convergent media technologies. In your notebook, try to answer at least two (2) of the
following: 1. Describe how new technologies have led to the convergence of traditional and new media. 2.
Explain how media convergence creates new opportunities for interaction. 3. Describe the use of one or two
forms of new media to share knowledge and information on a current issue in society. 4. Explain how a
person could be portrayed in public in the age of media convergence. 25 These are the intended or
unintended consequences of what the mass media does (Denis McQuail, 2010). Further, it is typically
defined as social or psychological responses occurring in individuals, dyads, small groups, organizations, or
communities as a result of exposure to or processing of or otherwise acting on media messages. The changes
caused by media can take place on several dimensions. The effects can be intended by the message source or
unintended. The consequences can include not only changes, but also preservation of the status quo. If a
Page 2 of 4
certain social situation perpetuates because of media this is also considered a media effect. In addition, media
effects can be both short-term and long-term.
These are the new theories moved away from the notion that exposure to media can immediately and directly
affect people’s attitudes and behaviors.
1. Third – party Theory. People think they are more immune to media influence than others.
2. 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.
3. Boomerang Effect It refers to media-induced change that is counter to the desired change.
Communicative messages are often constructed strategically. In many cases, the creators of such
messages strive to curtail specific anti-social or unhealthy attitudes and behaviors held by the target
audience. However, these messages are not always successful in achieving the intended effect.
Messages with a specific intent can backfire and cause an increase in the unhealthy or anti-social
attitude or behavior targeted for change.
4. Cultivation Theory (George Gerbner) It 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. The
theory suggests that television and media possess a small but significant influence on the attitudes
and beliefs of society about society. Those who absorb more media are those we are more
influenced. In a nutshell, heavy viewing of television and the associated violence leads the viewer to
believe that the world is a much more dangerous place than it actually is, with a serial killer, rapist,
or pedophile lurking around every corner.
5. Agenda-setting Theory (Lippmann/ McCombs and Shaw) It process whereby the mass media
determine what we think and worry about. Further, public reacts not to actual events but to the
pictures in our head, created by media. Also, agenda setting is very important in the political aspect
because the public agenda influences the policy agenda which means that candidates will try to
focus on issues that the public wants to hear about. In conclusion the agenda setting theory has
many beneficial uses in our society and it is part of our communication.
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. Example: Corporate organization who owns media never publishes the financial
details, which may endanger them.
EXERCISE 1
DIRECTION: Choose the letter of the correct answer.
a. print b. broadcast c. film/movie d. new media
1. Promotional poster uploaded in Facebook
2. Media and Information Literacy textbook
3. 24- Oras news program uploaded on YouTube
4. One Punch-man manga uploaded in MyManga website
5. Jason Bourne movie shown in theaters
6. Philippine Daily Inquirer news paper
7. 7 Years by Lukas Graham played on 90.7 Love Radio
8. Memeography
9. Books
10. Bawal Lumabas (The Classroom Song) by Kim Chui in Spotify
EXERCISE 2
DIRECTION: Answer “TRUE” if the statement is TRUE and “FALSE” if not.
1. Harry Potter Complete Series Boxed Set Collection is a print media.
Page 3 of 4
2. Don’t Let Me Down by The Chainsmokers in Spotify is a broadcast media.
3. Broadcast media requires internet connection as medium of transmission to reach the target
audiences.
4. Print media are media consisting of paper and ink, reproduced in a printing process that is
traditionally mechanical. For instance, Manila Times, Sunstar, Bandera and many others.
5. Media personality can have power to direct or challenge society.
6. Media content producers should follow a code of ethics that prohibits the use of abusive or
discriminatory material based on race, ethnicity, age, gender, physical ability or marital status.
7. Digital media make people create new kinds of media forms, like mash-ups.
8. One of the consequences of convergence is that types of media such as radio or film are losing
their meanings as distinct, separate media types that are defined by their technologies.
9. In the future, Internet magazines will expand publications' readerships.
The second information communications revolution began with the invention of paper.
Application/ DIRECTIONS: Assignment: Answer the following questions.
Assessment 1. How do the different types of media affect your life?
2. As what you have learned in media, what can you contribute to your:
Family _________________________________________________
School _________________________________________________
Community _____________________________________________
Prepared by:
Ken Virgin L. Ferrolino
Subject Teacher
Page 4 of 4
