2. A. Mass Media
 Importance of Mass Media
 Primary Mass Media
 Mass Media Models
 Economics of Mass Media
- Media Demassification
- Media Conglomeration
- Media Melding
 Media Future: Mass Media

3. - is any transmission of information that reaches
large numbers of people, usually within a short time
frame, in a one-to-many communication flow. It can
also be referred to the process of mass
communication.
source: https://toughnickel.com/industries/What-is-Mass-Media
- the mass media are diversified media
technologies that are intended to reach a large
audience by mass communication.
Source: ScienceDaily, 2018

8. PRINT
Newspaper
Books
Magazines
Posters

9. BROADCAST
Television
Radio

10. Film/Movies
Commercials
Photographs

12. Social Media
(Facebook, Instagram,
Tweeter, and Youtube)
 Blogs, Websites

14. “ If you want to start a revolution, use a
radio. But, if you want to suppress one,
use television. Radio is hot, television is
cold.”
- Marshall McLuhan

15. Hot & Cold are temperatures of different media. Each
media encourages different degrees of participation
from the viewer.
Source: https://tomcblog1.wordpress.com/2017/10/15/medium-
theory-the-herbert-marshall-story/
HOT
Hot media is well filled with
data from high quality sources.
It is considered high definition
and intensely engages a single
sense. Hot media presents
complete information and does
not leave much to be filled in
or completed by the audience.
COLD
Cold media provides less data
for the viewer. It is considered
low definition and loosely
engages multiple senses. Cold
media presents little
information and invites high
level of participation and
completion by audience.

16. HOT MEDIUM
o photograph
o radio
o phonetic
alphabet
o print
o lecture
o film
o books
COOL MEDIUM
o cartoon
o telephone
o ideographic/pictographic
writing
o speech (orality)
o seminar, discussion
o television
o comics

17. o Elitist: serious media content that advances social and
cultural is essential to society.
o Populists: mass media are at their best when they give
people what they want.
Battle between promoting social & cultural values vs.
providing contents that are geared toward the mass
taste.

18. Classic definition of Pull Media:
You, the consumer, steer. Pull media are passive,
they are there if you want them. Examples are
the traditional media, such as radio and
television, over which you have control to pull in
a message. You can turn them on or off. You can
pick up a newspaper, magazine or book and put it
down. You can go to a movie or not.

19. Classic definition of Push Media:
By contrast, push media propel messages at you
whether invited or not. An example would be a
recorded voice in a grocery store aisle that
encourages you to buy a certain brand of
cornflakes, as you pass by the cereals. Push media
are taking sophisticated forms on the web and new
technologies are making the media more pervasive
than ever. They are always on.

20. Based on primary use as media user and
consumer.
o Information – Newspapers
o Entertainment – Movies, audio
recordings

21. o Content Distribution is the act of promoting
content to online audiences in multiple
media formats through various channels.
These channels can be categorized into three
groups: Owned, Earned, and Paid.
o Some media companies focus on “creating”
media content while some others, focus on
“distributing” the contents created by others.

22.  Owned Content Distribution: This includes distributing
content to web properties that belong to you, like your
blog, email newsletter, social media, or microsite.
 Earned Content Distribution: This is when third-parties
distribute your content or content about you through press
coverage, guest article contributions, retweets or shares,
or product reviews.
 Paid Content Distribution: This is when you explicitly pay
for content distribution. Payment could take many forms,
but often works on a cost-per-click (CPC) model where the
owner of the content pays a certain amount every time
someone clicks through to view the content.

24. 1. Advertising support
 advertisers pay for access to
customers
 movie makers use “product placement
to pick up advertising directly
 direct payment

25. 2. Circulation Revenue
Privately Supported Media
Direct Audience
Government Subsidies
Audience Donations
Government Advertising
Auxiliary Enterprises

26. Media Demassification or Media Fragmentation
refers to the breaking down of an industry,
specifically the media industry into smaller
titles. The media shifts their products to appeal
to certain audiences, and the largest audiences
possible.

27. Demassification started with the radio in the
1950’s. Because of the popularity of television,
radio stations had to target people through
their music preferences. This way, radio did not
become obsolete.
Source: Vivian, John C. Media of Mass Communication, The (9th
Edition) (MyCommunicationLab Series). Boston: Allyn & Bacon,
2008. Print.

28. A media conglomerate, media group, or media
institution is a company that owns numerous
companies involved in mass media enterprises, such
as television, radio, publishing, motion pictures,
theme parks, or the Internet. According to the
magazine Nation, "Media conglomerates strive for
policies that facilitate their control of the markets
around the world."

29. Source: Singh, 2010 Retrieved
https://www.slideshare.net/nirankar1988/media-media-
conglomerates

30. Source: Singh, 2010 Retrieved
https://www.slideshare.net/nirankar1988/media-media-
conglomerates

31. Simply, the integration of different media formats.
 Digitization-process that compresses, stores and
transmits data like text, sound, video…
 Intracorporate Synergy-TV networks that rely on
one another’s productions; joint ventures
between Hollywood film studios and TV
networks. Partners, not competitors.

34. Presented by:
MS. NATASHA NICOLE N. TINDAN

35. References:
What is Mass Media?, 2015, Retrieved at https://study.com/academy/lesson/what-is-mass-media-definition-types-
influence-examples.html
Media in Communication, 2017. Retrieved at https://www.slideshare.net/shwetha10/media-in-communication
Vivian, John C. Media of Mass Communication, The (9th Edition) (MyCommunicationLab Series). Boston: Allyn
& Bacon, 2008. Print.
Importance of Mass Media, 2015. Retrieved at http://esolz.net/mass-media-plays-a-crucial-role-in-influencing-
peoples-mind/
Push & Pull in Media, 2014. Retrieved at https://www.techopedia.com/definition/21548/push-media
Kuy, (n.d.) Lecture 1 PDF, Different Types of Communication Processes.
The Third Wave by Alvin Toffler, Ibid.