Sacred Heart Villa School “Maria Schinina”

181 Aguinaldo Highway, Lalaan I, Silang, Cavite

(046) 423 – 3403

Name: __________________________________ Grade Level: ______________

Subject: Media Information Literacy Time Frame of the Activities: February 15-21, 2021
Quarter: MIDTERM Week: 2

Submission:
Online: On or Before February 21 (11:59 pm)

Topic: Types of Media

Introduction:

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.

Activity 1: Classify the following media formats on its proper category.

• Promotional poster uploaded in Facebook

• Media and Information Literacy textbook
• 24- Oras news program uploaded on YouTube
• One-Punch Man manga uploaded in MyManga website
• Jason Bourne movie shown in theaters
• Philippine Daily Inquirer news paper
• 7 Years by Lukas Graham played on 90.7 Love Radio
• Memeography
• Books
• Bawal Lumabas (The Classroom Song) by Kim Chui in Spotify

PRINT BROADCAST FILM/MOVIE NEW MEDIA

Presentation:

TYPES 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

✓ Analyze Strengths and Weaknesses of different media

Each type of media involves both content, and also a device or object through which that content
is delivered. By which these are 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
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.
 . •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

For much of modern history, the different types of media — books, newspapers, radio, television,
cinema — were distinct technologies. They also existed in separate industries. Digitization, computer
networking and the rise of the Internet, however, have resulted in the breaking down of these silos. This
has led to the integration of all media. It enables the immediate and global exchange of every kind of
content.

Our experience with convergence to date has also revealed some drawbacks. Not everyone has
ready and affordable access to digital media, or the skills to employ them. A connection to computer
networks (and the literacy required to navigate them) is increasingly vital. It creates a digital divide
between haves and have-nots. Also, the tracking capacity of computer programs has resulted in
increased surveillance. This has prompted concerns about personal privacy and security.

But media convergence isn't only an end result like a smartphone, but also a process in how we
create, consume, and distribute media. Think for a minute about how you found out about the latest big
event in the news. Were you watching television? Reading a newspaper? Probably not. Most likely you
were informed thanks to convergence, perhaps reading it on a social media feed on your smartphone
as you commuted to work.

Media convergence has even changed the way we receive data. Instead of getting a news report
from TV, we're getting that same report from a television station by way of the internet and social media,
in particular. For people who work in media, convergence has changed the way they do their jobs.
Instead of reporters simply writing a story to appear in tomorrow's newspaper, they're filming short
video clips and tweeting about it, too—a smashup of different digital technologies.

Communication and technology are just two of the areas where convergence has been
impactful.

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

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 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 is the 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.

6. 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.
Activity 2: Media Personality

These are given pictures of famous individuals who are featured across all types of media.

1. What do these two personalities have in common?

2. What made them famous?
3. What have they contributed to the society?
4. How do these personalities influence the way the people see themselves and others?

Enrichment:
Make a short description of the following people on how they are being portrayed in public by media.
Evaluation: TRUE OR FALSE
1. Harry Potter Complete Series Boxed Set Collection is a print media.

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.

10. The second information communications revolution began with the invention of paper.