TYPES OF MEDIA:

1. PRINT MEDIA
This type of media paper and ink is reproduced in a printing process that is traditionally mechanical such as books, newspapers,
magazines, journals, newsletters, and brochures. Print media may include text, graphics, or a combination of both.
Text Media
A type of print media which is a simple and flexible format for conveying ideas, whether handwritten or printed. Not all text
media are print media. Text media may also be displayed on-screen as part of broadcast media, multimedia, or new media.
An important feature of text media is typography. Typography is the art and technique of arranging the visual component of the
written word. It features textual designs with optical illusions that improve readability and help convey meaning. Fonts and alignment
are parts of typography.
Visual Media
A type of print media that refers to pictures, photos, images, and graphics used to channel communication using the sense
of sight. Visuals combined with text are also considered as visual media. Like text media, visual media are not limited to print media,
however. “Visual media” is a general term for any medium that mainly makes use of sight as a channel to receive the message.
An important feature of visual media, in print or elsewhere, is graphic design. It is the process of visual communication that
organizes and presents information developed through a creative process for a particular purpose. Graphic design is part of your
daily life. From things like candy wrappers to huge things like billboards to the T-shirt you are wearing, graphic designs inform,
persuades, organizes, stimulates, locates, identifies, attracts attention, and provides pleasure.
Examples of Visual Media
a. Informational Graphics (Infographic) – is a visual representation of information to understand the high-volume and complex data
easily, e.g., graphs, charts.
b. Cartoons – a sketch or drawing intended as satire, caricature, or humor, e.g., comic strip, editorial cartoons in newspapers and
magazines.
c. Photography – A photograph is an image created by light captured on a light-sensitive surface, which is usually photographic
film. Nowadays, few people use photographic film. The advent of digital photography via digital cameras and cellular phones has
made taking photographs easier and less expensive.
2. BROADCAST MEDIA
A type of media that reaches target audiences using airwaves as the transmission medium. Examples of broadcast media are radio
and television.
Audio Media: A type of broadcast media that uses audio or voice recording as a medium in the delivery of information. These are
devices that appeal to the auditory sense.
Multimedia
A type of broadcast media concerned with the computer-controlled integration of text, graphics, drawings, still and moving images
(video), animation, audio, and any other media where every type of information can be stored, communicated, and handled digitally.
Multimedia can be recorded and played, displayed, interacted with or accessed by information-processing devices, such as high-tech
and automated devices, but can also be part of a live presentation. Multimedia devices are electronic media equipment used to store
and play or display multimedia content. In the early years of multimedia, "rich media", a term with a similar concept was used in
advertising. “Hypermedia” is an extension of multimedia, where photos or graphics are linked to other sources of information.
3. NEW MEDIA
A term used to integrate the different technologies emerging on one digital platform to organize and distribute content. Some
examples are podcasts, augmented reality, video games, blogs, and wikis. The common characteristics of new media: disseminating
the information to several receivers which is theoretically infinite, in customized ways, depending on the specification for endorsed
categories.
MEDIA CONVERGENCE: It refers to the merging of different equipment and tools for producing and distributing news through
digitization and computer networking. It allows media texts to be produced and distributed on multiple media devices. This is also
known as technological convergence. Media convergence is the synergy of communication, computing, and content in the digital
world. A smartphone that has a camera, radio, web browser, video, etc. is an example of converged media.
MEDIA CONVERGENCE
 The co-existence of traditional and new media.
 The co-existence of print media, broadcast media , the Internet, mobile phones, as well as others, allowing media content to
flow across various platforms.
 The 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.
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 is, with a serial killer, rapist, or pedophile lurking around every corner.

MTRCB (Movie and Television Review and Classification Board) is the government agency responsible for rating
television programs and films in the Philippines.
 Movie Classification
“G” stands General Audience “R” stands for Restricted
“PG” stands for Parental Guidance “X” stands for Not for Public Exhibition
“SPG” stands for Strict Parental Guidance/ Striktong
Patnubay at Gabay
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.
Agenda-setting Theory- the process whereby the mass media determine what we think and worry about. Walter Lippmann, a
journalist first observed this function, in the 1920’s. Lippmann then pointed out that the media dominates over the creation of pictures in
our head, he believed that the public reacts not to actual events but to the pictures in our head. Therefore the agenda setting process
is used to remodel all the events occurring in our environment, into a simpler model before we deal with it. Researchers Maxwell
McCombs and Donald Shaw have then followed this concept.
6. Propaganda Model of Media Control (Herman & Chomsky ):. The Propaganda model of media control was introduced by Edward.
S. Herman and Noam Chomsky in their book ‘Manufacturing Consent – The Political Economy of the Mass Media’. This theory states
how propaganda works in a mass media. 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. Herman and Chomsky mostly concentrated on
American population and media for their research, but this theory is universally applicable.

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.
- Information, especially of a biased or misleading nature, used to promote a political cause or point of view

WHY BE AWARE OF PROPAGANDA?

 Propaganda manipulates and diverts you from logical analysis of issues.
 Propaganda hides the truth.
 By understanding propaganda, you will be able to protect yourself from deceitful tactics.
HOW TO SPOT PROPAGANDA?
Propaganda…
 attacks a person instead of a principle or issue
 suppresses evidence that does not support its cause
 relies on emotion instead of logical evidence
 introduces irrelevant or unproved evidence
 distorts and oversimplify evidence
 shows internal inconsistency after examining facts

Propaganda materials are…now in digital form posted, shared, liked, commented, and debated on social media particularly on Facebook

No to propaganda in Facebook!
 Yes in using Facebook to educate the Filipinos.
 Yes in debating issues using logical arguments.
 Yes to respecting each other over issues with disagreement.
 Yes to logical analysis of issues concerning our beloved country, the Philippines!