MEDIA AND

INFORMATION
LITERACY
Universidad de Sta. Isabel
4th Quarter/ 2nd Semester
MEDIA ORGANIZATIONS
AND STAKEHOLDERS
Goals:
1. Explain the nature and context of media organizations in the
Philippines;
2. understand & provide some examples of how media organizations
interact with other institutions and structures in society; and
3. differentiate the public sphere model from market model.
 Market Model
Public Sphere Model
• Two perspectives from where to view the relationship of the media industry to society.
• Models differ from on how public interest is perceived and realized.
Market Model
• The content is seen as a product and the audiences are viewed as
consumers.
• It is also the more dominant perspective within the media industry.
• Viewed like all other mainstream industries in the society that take
profit as its main goal.
• It raises capital, sells stocks, competes with other media companies
for market share, invest in research and development to generate
new products, operates on a top-down structure, and positions itself
as a main player in the field.
Advantages:
1. The market model promotes efficiency.
• Profit is the ultimate motive that can only be achieve when production cost are kept to its lowest
level, thereby increasing profitability from sales.
• Example: Teleseryes are produced using the principles of economies scale. Creative departments
draw from tried-and-tested formulae to reduce production on the research and creative
development phases.

2. The market model promotes responsiveness.

• Media firms that the logic supply and demand make them more attuned to the pulse of the
audiences because they keep tab of the demand for their product.
• Media firms invest to research and development to gain more knowledge of the preferences of
their current market.
Advantages
3. The market model promotes flexibility.
• It is always responding to better and innovative media products.
• Media model allows media firms to be on top of their game.
• Media outfits invest with people, specialized trainings for employees and equipment.

4. The market model promotes mass products.

• Producers gain expertise to create successful products for the mass audience .
ADVERTISERS & MEDIA
BUYERS
significantly contribute to the media organization’s profit.
 PRINT, RADIO &
TELEVISION are profit-
driven enterprises.
INTERNET has changed the landscape of media ownership…
 INTERNET
 Provided groups and civil society organizations, even individuals to access to powerful tools to give them
means to create, produce and media products.
 It has given the same tools to big business so that their reach and power could be further entrenched,
drowning out smaller players.
 Independent media producers have also used the Internet as platform to advertise its products.
 PROFIT &
PROFITABILITY
Media operates on the DUAL PRODUCT MODEL
 The DUAL PRODUCT
MODEL
 The media works first by creating a media product for specific audiences and then by
selling that audience to prospective advertisers.
 Television relied on the ratings of their programs to command the prices of air time. Air
time is priced according to the number of people watching it. Data is provided by AGB
Nielsen Research Philippines and Kantar Media Philippines.
CORPORATIONS to
INDIVIDUALS
Media Organizations: Ownership and Structures
THE PUBLIC SPHERE
MODEL
The PUBLIC SPHERE MODEL
• Considers its audiences as citizens who stand to learn from media messages.
• Public interest is served through “diverse, substantive, and innovative
content, even if not always popular”.
• This model asserts that needs of society cannot be solely moored to profit–
but for active citizenship, good governance, inclusive growth and total
human development.
• Media outfits should set aside profit and commercial interest but should
focus on lofty ideals of democracy.
• Media should empower the public by encouraging them to participate in
discussions and debates.
 Public Sphere model works
beyond profit: Development
Communication
 Development Communication is the art and science of human communication linked to
the transitioning of communities from poverty in all its forms to dynamic over-all growth
that fosters equality and the unfolding of individual potential.
 Communication that will foster human and social development.
Development Communication:
• Dr. Nora Quebral- introduced the DevCom concept

• In 1954, the DevCom concept started in UPLB College of Agriculture

called Extension and Publications Office (EPO). This office popularized
information on farming and homemaking. Information were
disseminated through press and radio.
Media messages are not tied to huge media organizations but to non-
profit organizations whose mandate is to implement programs and
projects that will significantly address the needs of marginalized and
vulnerable sectors in the society.
Media should be used to bring and meaningful social change that
should benefit majority of the people in s society.
QUESTIONS?