Erica Yamog
TVL5

• Mass Media includes forms of
Communications such as books , magazines
, newspaper , other print materials , radio,
television, and movies.
• It is a powerful agent of socialization which is
widely used by many institutions and
oraganizations involved in the use of print
and electronic communication.

Decades ago ,mass media was characterized as
nonproximateagents of socialization, meaning it lacks
direct, face-to-face interactions between the sender and
reciever. Nowadays, the pervasive nature of the media
and the emergence of soacial media have led social
scientists to focus more closely on studying of the
impact of media as significant socializing agents or
influences. Filipinos now spend a considerable amount
of time engaging various forms of mass media ,
particularlly television, radio, and the internet. The
increased access to these forms of mass media in
recent years, through trhough the intorduction of
innovations such as smartphones and tablets, has
transformed the way perople experience the world and
have provide an unprecendented amount of information
to them.

Mass Media Functions
 It is a source of information regarding events in
society
 It present various viewpoints regarding events
and developments within in society
 Provide entertainment by showcasing other
peoples experiences

Goverment and mass media are also closely
related. Most democratic states have
goverment-owned televisionand radio
stations that are regulated by agencies
tasked with enforcing policies ensuring
freedom of the press and upholding
professional standards in media and
communications. The relationship between
mass media and politics are very complex,
and scholars have varied views regarding
how mass media influences and shapes
people’s attitude and behavior.

Pluralist Model
Portrays media as an ideological market place
that enhances debate and electoral choice.
Examples of these are talk shows that engage
in discussion and inform the citizens regarding
their respective government programs.

Market Model
Suggests that media reflects the views of the
general public, and that media presents what
they think the people want .This is seen in
this television networks where telenovelas
and “reality shows” are dominant on air ,
since these types of shows are seen by
media owners and executives as the most
popular forms of entertainment among the
people .

The dominant-ideology and elite –values models
Put emphasis of the influence of bias in
the activities of media intitutions .

Dominant –ideology model
Traces this bias to links between media and the
political and social elite. This could be seen in
instances when prominent business or political
figure own, control,or exert influence over certain
media outlets through their business or social
connnections.

Elite-values model
Recognizes media bias as the product of
personal views of media professionals such as
journalist, broadcasters, and editors

Influence of Media
However, lesser among people who have been exposed to more agents of
sociolization and have a stable set of political and social views. Other views point
to the contribution of media to a decline in political awareness and
participations,as people now send more time watching television and devote
their time to entertainment rather than informing themselves on significant social
issues. These leads to a decline in the sense of community which is vital in
upholding democracy.