LESSON 7:

INTELLECTUAL PROPERTY
INTELLECTUAL PROPERTY
 According to Merriam-Webster Dictionary, it is the property (idea, invention, or
process) that derives from the work of the mind or intellect.

INTELLECTUAL PROPERTY RIGHTS

• These are the rights awarded by society to individuals or organizations
principally over creative works: inventions, literary, and artistic works, and
symbols, names, images, and designs used in commerce.
• They give the creator the right to prevent others from making unauthorized use
of their property for a limited period (IP Rights - Londres, sèptanbr, 2002).
• There are four (4) types of intellectual property rights: patents, trademarks,
copyright, and trade secrets.

PATENT
• Are grants made by national governments that give the creator of an invention
an exclusive right to use, sell or manufacture the invention (Intellectual
Property: Copyright, Trademarks, and Patents, n.d.)
• One of the most famous patented inventions in the world is the telephone. This
was patented by Alexander Graham Bell in 1876.

TRADEMARK
• Can be a name, word, slogan, design, symbol, or another unique device that
identifies a product or organization (Intellectual Property: Copyright,
Trademarks, and Patents, n.d.). It is characterized by the symbols ™ and ®.
• Examples of Trademarks in the Philippines are Jollibee, Mcdonald’s, Coca-Cola,
and Nike.

COPYRIGHT
• Applies to work that is recorded in some way; rights exist in items such as
literary, artistic, musical, and dramatic work as well as films, sound recordings,
and typographical arrangements (Intellectual Property: Copyright, Trademarks,
and Patents, n.d.). It is characterized by the symbol ©.
• An example of a copyrighted work is the novel “Play the Game” by Ariesa
Domingo, a.k.a. beeyotch.

TRADE SECRET
• Also known as undisclosed information or confidential information, includes
formula, pattern, compilation, program, device, method, technique, or process
(Saha & Bhattacharya, 2011)
• The term used for any method, formula, device, process, or any information
that gives the business a unique competitive advantage over its competition
(Vethan Law Firm, P.C.)
 • Some examples of Trade Secrets are the Google Search Algorithm, the
ingredients of Coca-Cola, the recipe for Krispy Kreme Doughnuts, and
Mcdonald’s Big Mac Special Sauce.

OTHER THINGS TO REMEMBER

PUBLIC DOMAIN
• Refers to creative materials that are not protected by intellectual property laws
such as copyright, trademark, or patent. The public owns these works, not an
individual author or artist. Anyone can use a public domain work without
obtaining permission, but no one can ever own it.

CREATIVE COMMONS (CC)

• A non-profit organization that provides licenses to copyright owners to
distribute their Ips under several conditions.
• People who seek to use materials with CC license often do not need to ask for
explicit permission from its copyright owner, provided that the users conform to
the conditions stated under the license (IPOS, 2013).
• Examples of CC are the pictures that we can use in Microsoft Word, PowerPoint,
or Excel under the “online picture” option.

FAIR USE
• In its most general sense, a fair use is any copying of copyrighted material done
for a limited and “transformative” purpose, such as to comment upon, criticize,
or parody a copyrighted work (Richard Stim, 2019).
• Is a privilege given to users who wish to use copyrighted materials without prior
permission or remuneration, if the benefit of a work to society outweighs the
cost of the holder (Hobbs, Donnelly, Braman, n.d.)
• This policy helps ensure that people have access to the information essential to
them in order to become functional and knowledgeable citizens.
• Examples are quoting some lines to review a specific song/music and
summarizing and quoting an article about COVID-19 by DOH. Another example
can be a parody.

INFRINGEMENT
• Violation or infringement of IP rights is subject to sanctions around the world.
• In the Philippines, IP rights are protected by RA 8293, or the Intellectual
Property Code of the Philippines (IP Code). Plagiarism and piracy (unauthorized
downloading or distribution of copyrighted materials) are the most common
grounds for copyright infringement.
 LESSON 8:
EVOLUTION OF MEDIA
LESSON 8: EVOLUTION OF MEDIA
“Young People do not read newspaper anymore; they visit online sites”

Marshall McLuhan (1960) – provides a clear story on how media evolved and define
technology determinism.

Technology determinism is a theory that believes technology is a steering factor in how a

society develops its structure and values.
 McLuhan believe that various technologies causes social change and “no aspect
of culture is untouched by communication technology”.
 Technology brought a multitude complex in political, economic, and social
changes.
 Communication between families and friends separated by geographical
hindrances is made easier and faster.
 Paying bills and other banking transactions are now made online.
 Media are critical forces or compelling influences that shape how an individual
think, feel, and act and how societies organize themselves and operate.
 Media greatly affect other things, resulting to many changes in the lives of its
users.
 McLuhan subdivided the history into four ages.
A. Tribal Age (Acoustic Era)
B. Age of Literacy
C. Print Age
D. Electronic Age

A. TRIBAL AGE (ACOUSTIC ERA)

 Characterized by the dominance of oral communication.
 Prehistoric people relied on face-to-face interactions, primarily through their
auditory senses (ex. Hearing/Speech) as a method of communication.
 “Dominant auditory sense of life”.
 Dependent on speech and word-of-mouth, who lives in a world of “acoustic
space”.

Acoustic space
 Is organic and integral, perceived through the simultaneous interplay of all
senses, whereas “rational” or pictorial space is uniform, sequential, and
continuous and creates a closed world with none of the rich resonance of the
tribal echoland. Ex. Use of multiple senses
B. AGE OF LITERACY

 Mcluhan describes the introduction of phonetics.

 Human beings learned to read and write (hieroglyphs).
 Members of the tribes from the previous age were pushed from their groups,
becoming more visual and rational.
 Use of papyrus to paper

C. PRINT AGE (INDUSTRIAL AGE)

 Johann Gutenberg (1394-1469) invented the printing technology that would
eventually called the movable type in the 15th century.
 He invented the printing press.
 The Bible was one of Gutenberg’s earliest and most famous creations.
 This period was characterized by the further dominance of visual space and
logical thinking.
 Sharing ideas become faster and acquiring information became easier.
 Printing Press contributed to the nationalistic identity of the people.
 Homogeneity
 First printing press – Gutenberg was the first European to use the impression in
1439.

D. ELECTRONIC AGE
 The dominance of media such as telegraph, radio, film telephone computer, and
television.
 1830s started an electronic revolution that diminished the role of the print
media.
 McLuhan also argued that this electronic age “retribalized” people by restoring
their sensory balance.
 Television was the newest form of media
 Global Village

NEW MEDIA / INFORMATION AGE

 Technological advancement profound changes in the field of communication and
media.
 Improved the way how people communicate.
 Products and services that provides information or entertainment using
computer or the internet. (Cambridge dictionary)
  Digitally produced as interactive, and requires at least a two-way
communication.

Dr. James Potter (2008) - He enumerated three (3) key innovations that led to the
development of this new mass medium:
1. Affordable personal computers
2. Digitization of information
3. The internet

THE COMPUTER
 was invented in 1940’s, which was several hundred times larger, slower, and
more expensive than the typical desktop computers today.
 The first computers were very big that they occupied rooms and were only
affordable to the government and to rich businesses.
 Today computers come as small as a smart watch.

DIGITIZATION OF INFORMATION
 All bits of information (e.g pictures, words, and sounds) are now transformed
into codes that can be easily shared across all forms of media, with the internet.
 Almost anyone can access unlimited quantities of information.

THE INTERNET
 All other traditional media, Potter explains, were channels to deliver uniform,
intact messages from senders.
 New media changed this landscape.
 It marked a major turnaround in communication, transforming the end users of
media from being mere “receivers” of messages into “senders” who are also
able to CREATE content themselves.

HOT AND COOL MEDIA

Print, photos and motion pictures are:
 HOT – are high definition and require little work on part of viewer; tend to be
highly visual
 COOL – cool media draw a person in, requiring high participation to fill in the
blanks. Television is cool, low-definition.

LESSON 9:
PRINT MEDIA
PRINT MEDIA
• This is the industry of printing and distributing information
• The oldest form of media
• According to Oxford University Press, print media is broadly defined as any
written or pictorial form of communication produced mechanically or
electronically using printing, photocopying, or digital methods from which
multiple copies can be made through automated processes.
HISTORY
• The early news sheets appeared in early 700 – 100 B.C.E. when the Chinese
imperial courts circulated the ti-pao (government gazette) throughout China and
when the Arabs carried Chinese techniques of paper-making to Europe.
• Acta Diurna (Daily Acts/Daily Public Records/Daily Gazette) was published by the
ancient Roman government that functioned as an early newspaper for Roman
citizens. It was carved on stone or metal and was regularly presented on
message boards in public places like the Roman Forum.
• The development of the Gutenberg press in the 1440s contributed to the
widespread use of the print medium.
• British philosopher Francis Bacon once regarded printing as one of three
inventions that “changed the whole face and state of things throughout the
world,” the other two being gunpowder and the compass.
• Print medium can be a book, a newspaper, a magazine, a journal, and others.

PRINT MEDIUM BOOK:

• The oldest kind of print medium which can be traced back as far as 3500 B.C.E.
with the invention of the Sumerian ancient style of writing, the cuneiform.
• In the early medieval period when the printing press did not yet exist, books
were not considered a primary means of communication because only the
educated and wealthy can have them. However, with the production of the
printing press, many people gained access to books and become informed about
their situations in society.
• It contains almost any kind of information.

PRINT MEDIUM: NEWSPAPER

• It is a lightweight, serial publication that comes out regularly and contains
news on current events of special or general interest.
• In the 1960s, the first newspapers appeared in Germany, France, and Belgium. It
started when entrepreneurs made newspaper publishing houses and home
distribution systems.
• Newspapers can be regarded as the first to reach the mass audience, serving all
classes in society. London’s Daily Courant was the first daily newspaper (1702),
while mass circulation media began in 1833 with the first “penny press”
newspaper, The Sun.
• Modern newspapers started in print size until it grew into broadsheets. It
measures from six columns wide and 22/24 inches long.
• Manila Bulletin, Philippine Daily Inquirer, and the Philippine Star are the most
popular local broadsheets nowadays.
• Tabloid is another type of newspaper, which is half the size of a broadsheet. It is
made for the masses because of its practical price which is lower than a
broadsheet’s.
• In the Philippines, Abante, Pilipino Star Ngayon and Inquirer Libre are some
examples of the 23 tabloids that we have in the country.
PRINT MEDIUM: MAGAZINE
• By offering a mixture of articles and content that aim to entertain, inform or
advertise, the magazine has a wide variety of audiences.
• The term “magazine’ was invented by an Englishman named Edward Cave in
1731 from the Arabic word makhazin (storehouse) when he published “The
Gentleman’s Magazine”.
• It was primarily intended to entertain readers, especially in its genesis during
the 1600s and 1700s, when the literacy rate of people had increased.
• In 1821, It became mass media with the appearance of the Saturday Evening
Post in the USA.
• Magazines have more characteristics now; its prints on special papers have
become highly appealing and colorful.
• Time, Reader’s Digest and National Geographic are some of the most popular
magazines in the world.
• Magazines in the Philippines are printed either on glossy papers or on
newsprints depending on the variety: show business, fashion, home living, food,
travel, and more.

PRINT MEDIUM: JOURNAL

• It is similar to a magazine
• It is a periodic publication focusing on a specific field of study.
• The main difference between a journal and a magazine is that the former is
peer-reviewed, which means selected experts reviewed its content before
having it mass published.

LESSON 10:
BROADCAST MEDIA
WHAT IS BROADCAST MEDIA?
 It consists of a program produced by television networks and radio stations.
 As described by Robles and Tuazon (2014), ‘broadcasting is a form of mass
communication that utilizes radio and television to transmit messages and
programs via the airspace.”
 In this context, airspace means the part of the atmosphere where frequency
bands are available to transmit messages to and from broadcast devices.

RADIO
 The first known radio is attributed to the Italian inventor, Guglielmo Marconi
when he made the wireless telegraph in 1895. Radio has 2 types of radio
stations: AM and FM. AM stands for Amplitude Modulation where the
programming is dominated by a news format. While FM stands for Frequency
Modulation which caters to the musical taste of the younger generation.
TELEVISON
 Is equipped with an electronic system capable of sending images and sounds by
a wire or through space.

HISTORY
 In 1877, Thomas Edison introduced the cylinders for his phonograph. This was
followed by other forms of sound recordings.
 In 1948, Columbia Records introduced long-playing (LP) 331/3-rpm disks, or CDs
as popularly known, which emerged as the dominant type of recording in the
early 1980s until digital formats were created in the late 1990s to early 2000s.
 Film cameras and projectors were invented in the 1880s by Thomas Edison.
 In 1885, Auguste and Louis Lumiere invented the cinematograph, a camera and
developing machine that can project visual images onto screens. These
inventions led to the development of film or motion pictures. Early motion
pictures were made without sound and in black and white.
 Sound movies were first introduced in 1927, while the colored format emerged
in the late 1930s.
 The first radio signals were transmitted by Guglielmo Marconi in 1895, who
used Morse code through his invention of the wireless telegraph.
 Then, radio broadcasting began in the early 1900s with the first long-distance
voice and music transmission done by Physicist Reginald Fessenden.
 Since then, radio became the primary transmitter of news and auditory
entertainment (music and audio dramas) in Western societies.
 Radio was introduced in the Philippines in 1922 during a test radio broadcast
from the Nichols Airfield in Pasay, attributed to an American known as Mrs.
Redgrave.
 This is also considered possibly the first radio broadcast in Asia (Braid and
Tuazon, 1999).
 Commercial radio broadcasting started in 1924 with the establishment of KZKZ
(AM) by another American, henry Herman Sr.
 The oldest radio station in the country is DZRH, which first signed in as KZRH in
1939.
 The Philippine Broadcasting System (PBS), a government-owned radio
broadcasting company, is known to be the pioneer in developing broadcasting
with its broad news and public affairs program. Since then, the radio became a
formidable and important mass medium among Filipinos.
 In fact, the radio played an important role in many events in the country’s
history.
 During World War II, then KZRH broadcasted “Voice of Freedom” from its
transmitter in Corregidor.
 Anchor Norman Reyes announced the fall of Bataan in 1942: “Bataan has
fallen... But the spirit that made it stand, a beacon to all liberty-loving peoples
of the world, cannot fall.”
 Another example is the role of the radio during the first Edsa Revolution.
 It started with an appeal from the late Jaime Cardinal Sin aired over the catholic
radio, Radyo Veritas, to support then Gen. Fidel V. Ramos and then Defense
minister Juan Ponce Enrile as they defend themselves from military troops loyal
 to then President Marcos who was instructed to take control of Camp
Aguinaldo.
 Another famous broadcast medium is the television, developed from the
technology used in radio. The Pioneer Corporation introduced the first television
sets to the USA and the first television stations went air in 1941. By 1948, almost
three percent of all households in the USA already owned TV receivers (Potter
2008). By the end of 1955, almost 65 percent of American households owned
television sets (Spigel, 1992) as cited by Croteau and Williams, 2008).
 Locally, it was not until the 1950s that it finally arrived in the Philippines. The
University of Santo Thomas and FEATI University in Manila are credited for
experimenting with televisions before it turned commercial in 1953 through the
opening of DZAQ-TV Channel 3 of the Aito broadcasting System in Manila.
Currently, there are two local television networks in the country, TV5, and GMA
Channel 7.

LESSON 11:
EVOLUTION OF MEDIA
What is New Media?
 Refers to interactive digital media, incorporating two-way communication, and
involving a form of computing (Logan, 2010)
 It is the opposition of the “old” or “traditional media”.
 Examples of new media include social media, mobile apps, and virtual reality.

With the new media, did traditional media fade?

YES, it DID NOT. According to Techopedia, the old or traditional media has found new
ways of representation in digital forms.
User interaction has been introduced in new media, as well as customization to users'
preferences.

New media can be linked from one form to another.

MEDIA CONVERGENCE
 Refers to the merging or integration of different media forms, technologies, and
platforms into a single, unified system.
 As Britannica writer Terry Flew (2016) puts it, media convergence is the result
of the internet and media content digitization, rounding up the “three Cs” in
media— computing, communication, and content —into one.

KEY ASPECTS OF MEDIA CONVERGENCE

1. Technological Convergence – This aspect involves the integration of various
technologies into a single device or platform. For example, smartphones are an
example of technological convergence, as they combine functions such as
telephony, internet access, photography, and more.
2. Cross-Platform Access – Media convergence enables users to access content
across different devices and platforms seamlessly. For example, you can start
watching a movie on your TV and continue on your smartphone or tablet.