TYPES OF MEDIA

 Printing Medias – such as; newspaper, magazine, books, business card, billboards, and
post cards
 Broadcast Medias – such as; Television, Radio, Telephone, Movie, Video Games, and
Audio Recordings

FUNCTIONS OF MASS MEDIA

 Information – Dissemination of information is the major function of mass media.
Media offer trustworthy and timely facts and opinions about various events and
situations to mass audience as informative items. Information provided by mass media
can be objective, opinionated, primary, and secondary. Media disseminates information
mostly through news broadcast on TV and radio. Media outlets interprets messages in
more or less explicit and ethical ways. Newspaper editorials have long been explicit
interpretations of current events.
 Education – Media provide education and information side by side. They try to educate
people directly or indirectly using different forms of content.
Programs that are prepared to educate people indirectly;
1. Dramas
2. Documentaries
3. Interviews
4. Feature stories
In developing countries, Mass media is used as effective tools for mass awareness.
Examples of educational media;
1. National Geographic Channel
2. History Channel
3. Discovery Channel

 Entertainment – The other important function of mass media. This is also viewed as
the most apparent function of media. Newspapers, magazine, radio, and television are
used to entertain audience. Sports and Film reviews, and fashion provides recreational
and leisure time to people. Media also fuse entertainment and information, called
infotainment. The inclusion of education in entertaining programs is regarded as
edutainment. Entertainment provides; EXCITEMENT, PLEASURE, and HAPPINESS
 Persuasion – It involves influencing other people’s mind. Mass media persuade the
audience in varieties of ways. Media content builds opinions and sets agendas in the
public mind. It influences votes, changes attitudes, and moderates’ behavior. Using
editorials, articles, commentaries, mass media persuade audience.

 Public Opinion – Mass media increasingly incorporate their own polls into their news
coverage. Newspaper and television help shape public opinion.

 Governmental and Political outlet – Mass media can serve as an avenue for political
agendas.
o The term political agenda is broader in scope than the term public opinion. It
refers to the issues people think are the most important.
o Mass media also links the government and the people. It is the vehicle through
which the government informs, explains, and tries to win support for its
programs and policies.
o This also serves as the government watchdog. An important function of the mass
media is to bring to people’s attention evidence of corruption, abuse of power,
and ineffective policies and programs.

 Socialization – Is the transmission of culture. Media are the reflectors of society.

Socialization is a process by which, people are made to behave in ways that are
acceptable in their culture or society. Socialization helps to shape our behaviors,
conducts, attitudes, and beliefs. It also brings people close and ties them into a single
unity. Socialization came from the Greek word SOCIO which means SOCIETY and LOGOS
which means STUDY.

 Gatekeepers and Tastemakers – Mass media and pop culture have been entwined from
their very beginnings. Mass media often determines what does and does not make up
the pop culture scene.
 Gatekeepers – decide which stories deserve to be in the spotlight, which ones should be
put off to the side, and which ones that will not be shown at all. These people include,
magazine/newspaper, editors, reporters, and news companies on television in the
modern day. Gatekeepers are influenced by the outside world and what they consume
media-wise. Every gatekeepers has biases.
 Tastemakers – when mass media is concentrated, people with access to platforms for
mass communication wield quite a bit of power in what becomes well known, popular or
infamous.
 Digital Age – has undermined the traditional role of the tastemaker.
 Traditional media, Internet based mass media – are not limited by time or space.
  Media Convergence – the process by which previously distinct technologies come to
share tasks and resources. An example of technological convergence is called black box,
which could combine all the functions of previously distinct technology.

KINDS OF CONVERGENCE
Media theorist, Henry Jenkins argues that convergence isn’t an end result, but instead a
process that changes how media is both consumed and produced. Jenkins breaks convergence
down into categories:

 Economic Convergence – occurs when a company controls several products or services

within the same industry.
 Organic Convergence – is what happens when someone is watching a television show
online while exchanging text messages with a friend and also listening to music in the
background – the natural outcome of a diverse media world (keyword: multitasking).
 Cultural Convergence – Has several aspects. Stories flowing across several kinds of
media platforms is one component. e.g., Novels turn to TV series. Cultural convergence
is participatory culture – that is, the way media consumers are able to annotate,
comment on. YouTube is the prime example of participatory culture.
 Global Convergence – is the process of geographically distant cultures influencing one
another despite the distance that physically separates them. The advantage of Global
Convergence is access to a wealth of cultural influence; its downside, some critics posit,
is the threat of cultural imperialism, defined by Herbert Schiller. Cultural imperialism
can be formal policy or can happen more subtly.
 Technological Convergence – is the merging of technologies such as ability to watch TV
shows online on sites, play video games on mobile phones. Jenkins (2001) notes “we
expand the potential relationships between them and enable them to flow across
platforms”

MEDIA EFFECTS
Are the intended or unintended consequences of what mass media does.

 Third-Person Effect – People think they are more immune to media influence than
others. Reveals itself through a person’s overestimation of the effect of a mass media
message on others.
 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. It’s similar to the way we change behavior.
 Boomerang Effect – Refers to media-induced change that is counter to the desired
change.
 Cultivation Theory – It states that media exposure, specifically to TV, shapes our social
reality by giving us a distorted view on the amount of violence and risk in the world.
 High frequency viewers of TV are more susceptible to media messages. Heavy viewers
are exposed to more violence and are affected by the Mean World Syndrome.
 Agenda Setting Theory – The influence of media affects the presentation of the reports
and issues made in the news that affects the public mind. Media provides information
 Propaganda 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. Media operates as a business which sells its products to other business
entities that do their ads in media. Propaganda are “ideas or statements thar are often
false or exaggerated”
o Stereotypes are at the heart of all propaganda efforts. Their purpose is to create
the perception that our actions are always ethical and honorable.

FOLK DANCES
are performed by locals using traditional music and wearing traditional clothes during
cultural gatherings and festivals. In the Philippines, folk dances are performed during intimate
events, such as weddings, and celebratory gatherings, like festivals.
Francisca Reyes-Aquino, the mother of Philippine Dancing and the first National Artist
for Dance. If it weren’t for her and her research in 1926, there would not be any records of
religious and ritualistic dances in the country.
Philippine folk dance is an important aspect of the country’s cultural identity and is still
performed and celebrated today.

15 PHILIPPINE FOLK DANCES

1. Tinikling – the most popular folk dance in the Philippines. Originated from the
province of Leyte. Officially the National Dance of the Philippines. Tinikling, is inspired by the
movement of the tikling birds, which the dance is aptly named after. The dancers, traditionally
two male and female dancers, perform using bamboo poles 9 feet long parallel to each other. Is
composed of combinations of singles, doubles, and hops that are determined by the beat of the
bamboo poles.
2. Cariñosa – is a Philippine folk/courtship dance representing the Maria Clara-like
mannerisms and personality of the Filipina women during the Spanish Colonial Period.
Originated from Panay Island and was introduced by the Spaniards during their colonization.
Used a fan and a handkerchief where the male and female pairs peek out at one another behind
the fans and handkerchiefs.
3. Pandanggo sa Ilaw - Originally from Lubang Island, Occidental Mindoro, Pandanggo sa
Ilaw is a Filipino cultural dance of balancing oil lamps or glasses with candles inside. This native
Filipino folk dance is performed in 3/4 time and accompanied by castanets
 4. Pandanggo Oasiwas - Similar to Pandanggo sa Ilaw, Pandanggo Oasiwas is performed
by fishermen to celebrate when they catch a lot of fish.
5. Sayaw sa Bangko – Sayaw sa Bangko, or “dancing on a chair,” is performed by
experienced dancers on top of a six-inch-wide wooden bench. The popular folk dance is native
to Pangasinan and was traditionally performed by newlyweds
6. Kuratsa - Often performed at weddings, Kuratsa is another courtship folk dance from
Samar Island that imitates a rooster’s mating movements with a hen. Kuratsa has three parts:
the first part is a waltz between a male and female dancer, the second part is when the male
dancer pursues the female dancer in a chase, and the last part is when the male dancer finally
wins over the female dancer with his dance.
7. Subli - a folk dance from Bauan, Batangas, performed for the Holy Cross of Alitagtag,
the patron of the Municipality of Alitagtag. The religious folk dance is performed by experienced
male and female dancers who hop and slide, where the male dancers beat their castanets, and
the female dancers sway in a circle while holding their brimmed hats.
8. Maglalatik – a folk dance that only includes male dancers with coconut shell halves
secured onto the dancers’ vests. Maglalatik has four parts, two dedicated to the battle and the
other to reconcile.
9. Itik-Itik – which translates to “duck,” imitates the movements of the itik species, such
as how they walk, fly and splash water. The folk dance comes from Surigao del Sur.
10. Kappa Malong-Malong – a tribal dance from the Maranao tribes in Mindanao. The
dance involves a malong, a tubular garment, and the dancers show the versatile ways it can be
worn, such as a headdress, shawl, or skirt. Its cultural significance to the Maranao tribes is also
depicted, like how a tribesman will use the same malong from birth to death.
11. Singkil – originates from the Maranao tribes in Mindanao and translates to “getting a
leg or foot entangled in an object” or “to entangle the feet with disturbing objects such as vines
or anything in your path.” It was originally performed by a solo female dancer accompanied by
the beating of bamboo poles.
12. La Jota Moncadena – or Jota Florana to the people from Moncada, Tarlac, is the
Filipino adaptation of Jota, a traditional courtship dance from Aragon, Spain. La Jota Moncadeña
combines Spanish and Ilocano dance steps accompanied by castanets and traditional Spanish
music. It is performed at special celebrations
13. Surtido – Surtido Cebuano, is a square dance from Bantayan, Cebu, with Spanish,
Mexican, and French influence. The folk-dance means “assortment,”
14. Pantomina - a traditional courtship dance performed by newlyweds during wedding
feasts in Bicol. Wedding guests customarily throw coins or place cash on a plate placed on the
ground as the couple dance. The regional folk dance mimics the dance of the doves using
courting movements. It was first featured by Francisca Reyes-Aquino, the Mother of Philippine
Dancing, in her research in 1926.
15. Binasuan – a folk dance from Pangasinan where the dancers balance drinking
glasses on their heads and hands, similar to Pandanggo sa Ilaw. the most challenging
Philippine folk dances because the drinking glasses are filled with rice wine. The dance
is typically performed at weddings and festivals