Learning Competencies Learners will be able to… 1. discuss in class how a particular individual or society is portrayed in public using 2. different types of media (MIL11/12TYM-IIId-12n); 3. define mass media and media effects (SSHS);and 4. discuss and evaluate the different theories on media effects (SSHS). I- How Media Depicts People in Public II- Mass Media Definition Media Effects Importance of Understanding the Effects of Media I- Media and Information Literacy A. Key Concepts In Media Analysis B. Key Questions to Ask When Analyzing Media Messages C. Formative Assessment: Analyzing and Deconstructing Media Messages D. Performance Task: Analyzing Media Messages

1. MEDIAAND INFORMATION
LITERACY (MIL)
Mass Media
Media Effects
Mr. Arniel Ping
St. Stephen’s High School
Manila, Philippines MIL PPT 7, Revised: June 11, 2017
Types of Media (Part 2)

2. LEARNING COMPETENCIES
Learners will be able to…
■ define mass media and media effects (SSHS);
■ discuss and evaluate the different theories on media
effects (SSHS);
■ discuss in class how a particular individual or society is
portrayed in public using different types of media
(MIL11/12TYM-IIId-12).
■ analyze and evaluate the effects of new media to the
youth (SSHS); and
■ editorialize the effects of new media to the Filipino
youth (SSHS).

3. TOPIC OUTLINE
I- Mass Media
A. Definition
B. Media Effects
C. Importance of Understanding the Effects of
Media
D. How Media Depicts People in Public
E. PerformanceTask: WrittenWork
1. EssayWriting

4. VIRAL: “THE UPUAN GIRL”
(Source: http://www.wattafox.com/2016/08/viral-upuan-girl-in-mrt-feels-sorry-for.html)

5. What is mass media?
(Source: https://planosophy.wordpress.com/2014/09/25/part-i-debord-social-media/)

6. Mass Media
refer to channels of communication
that involve transmitting
information in some way, shape or
form to large numbers of people
MASS MEDIAAND MEDIA EFFECTS
Media Effects
are the intended or unintended
consequences of what the mass
media does
(Denis McQuail, 2010)

7. MEDIA EFFECTS
Third – partyTheory
• People think they are more immune to media influence than
others.
Source:
https://ww
w.linkedin.
com/pulse
/death-
human-
conversati
on-awad-
abdelgayo
um

8. MEDIA EFFECTS
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.
Source:
http://www.flickriver.com/photos/billyjo29/tags/kapamil
ya/

9. MEDIA EFFECTS
Boomerang Effect
• refers to media-induced
change that is counter
to the desired change
(Source: http://uppiddee.com/blog/smiley-
faces-and-the-boomerang-effect/)

10. MEDIA EFFECT
Cultivation Theory
(George Gerbner)
• 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 (Source: http://mass.pakgalaxy.com/cultivation-
theory.html)

11. MTRCB (Movie andTelevision Review and
Classification Board) is the government
agency responsible for rating television
programs and films in the Philippines.

12. (Source: http://pelikulangayon.blogspot.com/2016/01/what-is-mtrcb-what-mtrcb-does.html)
MOVIE CLASSIFICATION RATINGS
VIDEO PRESENTATION
MTRCB 2016 Infomercial
https://www.youtube.com/watch?v=6PVFQjIEZ-M

13. MEDIA EFFECTS
Agenda-settingTheory
(Lippmann/ McCombs and
Shaw)
• process whereby the mass
media determine what we
think and worry about
• public reacts not to actual
events but to the pictures in
our head, created by media
Source: http://lessonbucket.com/media-in-
minutes/the-agenda-setting-function-theory/

14. FORMATIVE ASSESSMENT:
CARTOON ANALYSIS
Source: http://www.personal.psu.edu/bfr3/blogs/asp/2013/03/media-influence-stop-it-or-use-it.html

15. MEDIA EFFECTS
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.
Source: https://www.amazon.com/Age-
Propaganda-Everyday-Abuse-
Persuasion/dp/0805074031

16. WHAT IS 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.
(http://www.merriamwebster.com/dictionary/propaganda)
Source: https://www.amazon.com/War-
Politics-Superheroes-Ethics-
Propaganda/dp/0786447184

17. (Source: http://inktank.fi/good-and-bad-us-and-them-the-pure-power-of-propaganda/)
THE ESSENCE
OF PROPAGANDA

18. (Source: http://vote-revolt.com/2016/03/14/americas-mainstream-media-weapons-of-
mass-deception/)
PROPAGANDA?

19. FORMATIVE ASSESSMENT:
RECITATION
Questions
1. How do you know when what is posted in
social media is a propaganda? How do you
react on it?
2. How can you protect yourself from being
influenced by propaganda messages in social
media?

20. VIDEO PRESENTATION
Media Effects (2010)
YouTube Channel: Public Sphere
Retrieved October 27, 2016 from
https://www.youtube.com/watch?v=qvgURfZMGoQ
Why is it important to understand how media
effects work?

21. CARTOON ANALYSIS
(Source: http://www.cartoonmovement.com/cartoon/13128)

22. How is this person portrayed in public by
different types of media?
Source: www.philstar.com

23. How is this person portrayed in public by
different types of media?
Source: www.philstar.com

24. How is this person portrayed in public by
different types of media?
Source: www.philstar.com

25. How is this person portrayed in public by
different types of media?
Source:
https://twitter.com/ma
rshtmallow

26. How is this pair portrayed in public by
different types of media?
Source:
http://cnnphili
ppines.com/lif
e/entertainme
nt/television/2
016/07/19/aldu
b-behind-the-
scenes.html

27. How is this group portrayed in public by
different types of media?
Source:
http://www.ac
ademia.edu/30
866752/FACTO
RS_AFFECTIN
G_THE_CHILD
_BEGGARS_IN
_TAGUM_CITY

28. How is this group portrayed in public by
different types of media?
Source:
http://www.g
manetwork.co
m/news/lifestyl
e/artandcultur
e/270462/filipi
no-muslims-
celebrate-eid-
l-fitr/story/

29. How is this group portrayed in public by
different types of media?
Source:
http://www.ra
ppler.com/nati
on/119161-
ilocos-norte-
nueva-vizcaya-
new-police-
chiefs

30. How is this group portrayed in public by
different types of media?
Source:
http://globalne
ws.favradio.fm
/tag/kadamay/

31. How is this person portrayed in public by
different types of media?
Source:
http://www.soccerallia
nce.ca/Default.aspx?ta
bid=523520

32. PERFORMANCE TASK: WRITTEN WORK

33. ■ Write an essay about your analysis and evaluation of
the effects of media to the Filipino youth.
■ Your essay must have a title, an introduction, a body
paragraph (1 main argument with 2 examples), and a
conclusion.
■ Not less than 12 sentences
■ Refer to the rubric for criteria and grading.
PERFORMANCE TASK: WRITTEN OUTPUT

34. Very Good Good Poor
Needs
Improvement
INTRODUCTIO
N
Background/
Define the
Problem
Well-developed
introductory
paragraph
contains detailed
background
information, a
clear explanation
or definition of
the problem.
(5 points)
Introductory
paragraph
contains some
background
information
and states the
problem, but
does not
explain using
details.
(4 points)
Introduction
does not
adequately
explain the
background of
the
problem. The
problem is
stated, but
lacks detail.
(2 points)
Introduction
was not
presented.
(0 points)
RUBRIC

35. Very Good Good Poor
Needs
Improvement
BODY
PARAGRAPHS
Main
Argument
Argument is
well developed
with supporting
examples.
(5 points)
Argument was
presented with
some
supporting
examples.
(4 points)
Argument was
presented but
lacks examples.
(2 points)
Argument was
not presented.
(0 points)
RUBRIC (cont.)

36. Very Good Good Poor
Needs
Improvement
CONCLUSION Conclusion was
presented.
Opinions and
suggestions for
change are
logical and well
thought out.
(5 points)
Conclusion was
presented.
Some
suggestions for
change are
evident.
(4 points)
Conclusion was
presented but
no suggestions
for change
and/or opinions
are included.
(2 points)
Conclusion was
not presented.
(0 points)
RUBRIC (cont.)

37. REFERENCES
• MIL Curriculum Guide by DepEd
• Media and Information Literacy by Boots C.
Liquigan, Diwa Learning Systems Inc.
• http://2012books.lardbucket.org/books/a-primer-
on-communication-studies/s15-02-functions-and-
theories-of-mass.html
• http://www.sociology.org.uk/media_defined.pdf

38. REFERENCES
• http://zimmer.csufresno.edu/~johnca/spch100/7-4-
agenda.htm
• http://communicationtheory.org/propaganda-
model/
• http://www.mtrcb.gov.ph/