MEDIA ➔ SOURCE - where the message came

from
COMMUNICATION - people or group of
➔ ENCODING - process by which a
people imparting or exchanging messages thru
message is translated before it its
speaking, writing, gestures
transmitted
FORMS
➔ TRANSMITTING - actual act of
VERBAL - use of sounds and words in
sending the message
expressing oneself
➔ CHANNELS/MEDIUMS - lines that
NON-VERBAL - expressing oneself using
enable the act of sending or
different means
transmitting
● Gestures
➔ DECODING - receiver translated the
● Haptics - touch
source’s thoughts so they can have
● Proxemics - space
meaning
● Sign language
➔ RECEIVER - one who gets the message
● Oculesics - eyes
➔ FEEDBACK - response generated by
● Facial expression
the message sent to the receiver
● Posture
➔ NOISE INTERFERENCE - mechanical
● Chronemics - time
sound more resonant than the
MESSAGES - collection of symbols that appear
message/messages with conflicting
purposefully organized to those sending or
tones drowning the original message
receiving them
LITERACY - ability to read and write
SOURCES OF MEDIA
TYPES
● INDIGENOUS - created and controlled
1. INTRAPERSONAL - individual talking
by a community
to himself/herself
○ Authentic, legit
2. INTERPERSONAL COMMUNICATION
○ Costly and risky
- involves 2 to 3 individuals interacting
○ Separate from either
thru the use of their voices and bodies
private(commercial) media,
3. MEDIATED INTERPERSONAL -
state-run media
communication with others thru the
● LIBRARY - collection of sources of
use of devices such as pen,
information
telephone/computer
○ Community of reference
4. MASS COMMUNICATION
● PRINT
a. ORGANIZATIONAL -
● BROADCAST
communication in a working
● MASS
environment
● INTERNET
b. PUBLIC - speech before an
MEDIA LITERACY - information technology,
audience
ability to access, analyze and respond to a range
of media
ELEMENTS
❖ ACCESS - denotes the knowledge
❖ ANALYSIS - thinking reflectively and
critically
 ❖ RESPONSE - ability to experience and
explore the pleasures of the media text
MASS COMMUNICATION - original means:
print (magazines, journals, newspapers),
publications
*EMPOWERMENT - idea of power
COMMUNICATION BREAKDOWN -
misinterpretation of the receiver to the
message
INFORMATION LITERACY - set of individual
competencies necessary to identify, evaluate
and use information in an ethical way
C.R.A.A.P. - current,relevant, authority,
acknowledge, purpose
DOMAIN NAMES
1. .edu - educational institution, contains
reviewed information
2. .com - commercial entities
3. .org - non-profit organizations
Technology
Internet(gat Computer(pro
4. .gov - government org
5. .net - internet service providers
SOURCES OF INFORMATION
➢ POPULAR PUBLICATIONS - general
public as its target readers
➢ SCHOLARLY PUBLICATIONS - found
mostly in academic journals
➢ TRADE PUBLICATION - meant for
players and specialists of a specific
industry
*MEDIA CONVERGENCE - merging of
communication outlets/ interconnection of
information and communication
FORMATS OF INFORMATION
1. PRINT - materials produced from print
resources(books, newspapers)
2. DIGITAL FORMATS - stored in an
electronic format on a hard drive(CD-
ROM)
3. AUDIO AND VIDEO - collected using
analog technology in video(TV,
recordings)
4. MICROFORM - have been
photographed and developed in
reduced size film strips
TECHNOLOGY LITERACY
COMPUTER LITERACY - set of skills needed
to understand and operate the basic functions
of information
- Ex: removing batteries when not in use
● Hardware literacy - ex: knowledge on
basic features of a machine
● Software literacy
● Internet literacy - ex: skills in
understanding basic ICT features,
researching about the credibility of a
website
● Digital literacy - ex: converting videos
to MP3
EVOLUTION OF MEDIA
1. PRE-INDUSTRIAL - 1700S
 a. Cave paintings - ancient people
b. Clay tablets in mesopotamia -
sumerians
c. Papyrus in egypt - ancient
egyptians
2. INDUSTRIAL - 1900-1930s
a. Typewriter - Sholes and Gidden
b. Telephone - Alexander
Graham Bell
c. Motion picture photography
3. ELECTRONIC - 1930-1980s
a. Television - Philo Farnsworth,
John Logie Baird
b. Transistor radio - John
Bardeen, Walter Brattain,
William Shockley
c. Personal computers - apple -
Steve Wozniak, Steve Jobs,
(Ronald Wayne)
4. INFORMATION - 1980-present
a. Websites - Tim Berners-
Lee(world wide web)
b. Vlog and blog - (vlog) Dan Zen,
(blog) Ian Ring
c. Smartphones -
IDEAL SITUATIONS
➢ DIGITAL ACCESS - all have full
electronic participation
○ Ex: Low internet bandwidth
➢ DIGITAL COMMUNICATION -
electronic exchange of information thru
platforms and channels
○ Ex: facilitating discussions
through Edmodo and TEDx
➢ DIGITAL COMMERCE - sale and
purchase of goods and services using
digital platforms
○ Ex: online shopping (buy and
sell)
➢ DIGITAL ETIQUETTE - appropriate
and respectful behavior
○ Ex: appropriate comments to a
post
➢ DIGITAL LAW - legal environment,
Magna carta for internet freedom
○ Ex: being informed about data
privacy act
➢ DIGITAL WELLNESS - protection of
users
○ Ex: compromising time for
exercise, study and sleeping
➢ DIGITAL SECURITY - entire gamut of
safety precautions that information
technologies invoke
○ Ex: availing anti-virus software
MAGNA CARTA FOR PHILIPPINE INTERNET
FREEDOM
★ House bill no. 1086(Congresswoman
Kimi Cojuanco)
★ Senate bill no. 53(Sen. Miriam Defensor
Santiago)
★ Crowd-sourced document
★ Product of advocacy
Republic act 10175 - Cybercrime prevention act
of 2012
CODES
- Systems of signs and symbolic meaning
embedded in a media
- 3 main types:
- Visual - fonts (types: written
and verbal)
- Technical - camera angles(wide
shot, medium close-up),
framing, photography
- Symbolic - colors, facial
expression
*SEMIOTICS - study of signs and symbols
CONVENTIONS - established and socially
accepted ways of doing things
- Traditions, cultures
 - Standardized content
- Developed from daily experiences and
social norms
(CODES + CONVENTIONS = GENRE)
GENRE - french word for class/kind
● NEWS
○ Stories that have critical
importance to community and
national life
- DIVISIONS
- HARD NEWS - usually found in
the first page of a newspaper
- Values 2 elements:
- Seriousness -
topics/issues that are
critical to the lives of
the community and
body politic
- Timeliness - stories
that cover current
events
- Objectivity - notion
invoked by
journalists(fair,
balanced and impartial
stance)
- Inverted pyramid -
acceptable structure of
the news story told
Concise recounting
of details
Supporting
facts, evidence,
Additional
quotes &
Other
releva
objectively
- Uses 3rd person POV
- Chargen - device that
incorporates text in the
television
screen(Television news
reporting)
- SOFT NEWS - lifestyle and
travel news, articles offering
best tips in doing something,
video clips presenting the POV
of ordinary folks,etc
- ‘Human interest
stories’
- FEATURES - extensions of soft
news in a sense that the human
interest angle is played up and
presented in a longer and
elaborate format
- US - ‘literary
journalism’ (journalism
speaks of objectivity
and commitment to
standards of accuracy;
literary implies
enjoying liberties with
language as its defining
characteristic)
- Covers usual topics
such as pressing issues
of the day
- Requires more research
and reflection from the
writer
- EDITORIALS AND OPINION -
consists of opinions against
hard news
- COLUMNS
- Opinion articles and
editorials express an
individual/organization
al POV
 *EDITORIAL
- Can argue for a certain
issue and calls on a
person/entity to act on
the issue
- Meant to throw
adulation to an
individual,
organization, policy/act
exercised by the
government
- Meant for
entertainment (parody)
- POOLED EDITORIAL
- significant issues
confronting the nation
is presented to the
public
*OPINIONS
- Reflect the views of the
writer/ the stand of 1
organization
- Opinion pieces, 1
conceptualized and
perhaps written
collectively and the
other written by an
individual
● INVESTIGATIVE REPORTS - have a
very specific relation to power because
it focuses in finding, reporting and
presenting news which the authorities
try to conceal
- PCIJ - Philippine Center for
Investigative Journalism
(started by journalists who
were very active during the
Marcos era)
● ADVERTISEMENTS - messages
created to sell a product/service
○ HARD-SELL
ADVERTISEMENTS -
commercial in nature and
utilize explicit messages to get
the consumers to purchase a
product/patronize a service
■ Carmina commercial
○ SOFT-SELL
ADVERTISEMENTS -
associative in nature
■ Implicitly conveyed
■ Soda company
associated its product
with the happiness
derived from family
togetherness
○ INFOMERCIAL - derived from
information and commercial
■ Combine the need to
inform/educate and the
intent to sell a product
■ Used in campaigns,etc
● ENTERTAINMENT - french word
entretenir (to hold the attention, keep
busy/amused)
○ 4 sub-genres:
○ FESTIVAL
■ Parades (Secular and
nonsecular)
○ DRAMA
■ Workplace
● Dramas about
professionals
(hospital
dramas)
○ GAMING
■ Sports
● Professional
sports (NFL
football)
○ COMEDY
■ Situation comedy
 ● Work-based ■ Wikispaces Classroom -
and hospital- social writing platform
based sitcoms for education
● INFORMATION - all about the raw ○ PODCASTS - digital audio file
material that circulates around us and made available on the internet
from where news as another genre is for downloading to a
generated computer/mobile device
○ Anything that provides us data ■ Typically available as a
about the world series
○ BLOGS - derived from web and AUDIENCES
log - Group of people exposed and
■ Consists of web entries experiencing media
by an individual, - Not always plural for there are
displayed in reverse instances when it’s an individual solely
chronological order, exposed to the media
providing - A highly valued concept in media and
commentaries on information production
something TYPOLOGY of audience by Nightingale
■ MABS - multi-author A. EXPOSED
blogs (blogs with ● As “THE PEOPLE ASSEMBLED” -
information sites for paying attention to a media being
their activities and performed
platform of advocacies) ● As “THE PEOPLE ADDRESSED” -
○ WIKIS - application that allows group of people who were imagined by
the modification, revision, the communicator (target audience)
extension and even deletion of B. EXPERIENCING
its content ● As “HAPPENING” - experience of the
■ WIKIPEDIA -( most reception alone/with others as an
famous wiki) interactive event (live streaming,etc)
encyclopedia project ● As “HEARING/AUDITION” -
that relies on a global participatory audience experience
community of users to (noontime shows,etc)
contribute for content *MASS AUDIENCES - convenient term applied
generation, revision to huge numbers of people who constitute the
and elaboration audiences of popular/mass culture
■ Serves as an *AUDIENCE FRAGMENTATION - used to
information hub, describe the creation of smaller and less
information heterogeneous
dissemination, AUDIENCE SEGMENTS
introduction to a topic, - Treating audiences as sets of
etc consumers aggregated according to
 characteristics instead of treating them
as an undifferentiated public
- Segmenting audiences tailor the
content to a specific segment of society
thus improving the quality of the
content
THEORIES
❖ PASSIVE AUDIENCE THEORIES
➢ HYPODERMIC NEEDLE
THEORY - emerged in the late
1920s and gained prominence
after WWII
■ Asserts that media and
information messages,
like a hypodermic
needle, inject their
messages directly to
their audiences
■ Media is the powerful
conduits of messages
■ Audiences are the
passive recipients of
the message
■ Audience are
homogeneous and
undifferentiated (same
reaction from all kinds
of audiences)
■ HAROLD LASSWELL
➢ TWO-STEP FLOW OF
COMMUNICATION - emerged
from the studies of:(when they
analyzed how voters make their
electoral decisions in the 1940
US presidential campaign)
■ Paul Lazarsfeld
■ Bernard Berelson
■ Hazel Gaudet
- OPINION LEADERS - group of
people who exert particular
influence on the voters
- USES AND GRATIFICATION
APPROACH - argued that the
audience access media and
information bringing with them
their own needs and desires
that structures the way how
media is received
- KINDS OF GRATIFICATION:
- INFORMATION -
through public affairs
program, internet and
news genre
- PERSONAL IDENTITY
- through television
- INTEGRATION AND
SOCIAL
INTERACTION -
through the
information we get
from media
- ENTERTAINMENT -
for enjoyment,
satisfaction/just to fill
time
- CRITICISMS:
- Social dimension of
viewership is totally
absent
❖ CULTURAL EFFECTS THEORY
➢ George Gerbner - 1976
➢ Television cultivates in its
viewers a way of sensing and
seeing the world
➢ Regular usage of television over
extended periods of time can
shape people’s opinions, views
and behavior
➢ (Living with Television: The
Violence Profile-co-authored
with Larry Grossman) high
frequency viewers of television
are more vulnerable to the
 violence expressed in its
messages and images
➢ CULTIVATION ANALYSIS -
focused on prolonged television
viewing and how it sought to
develop empirical means to
assess the relationship between
amount of viewing time vis-a-
vis behavior, the attitudes and
opinions of the viewers
➢ CRITICISMS:
■ Presents a very
mechanical model,
similar to the direct
effects of paradigm,
that overvalues
television as opinion
and attitude shaper
■ Indirectly dismisses
other factors in the
social environment
❖ ACTIVE AUDIENCE THEORIES
➢ Stuart Hall’s framework for
encoding and decoding
messages
➢ Encoded in the construction of
media texts are the
organizational and contextual
factors surrounding the
production of media and
information text
■ IDEOLOGICAL - for
instance, it is the term
used for the latest
music video of the #1
song in the top 40
chart, and that the
meaning of the song is
largely an interaction
between what the
creators intend and
how the listeners
perceive it
➢ Encoded in the media and
information texts are dominant
perspectives/messages that
emanate from the main
institutions of the society,
including the established codes
and practices that create
preferred meanings (e.g. how
women should play out their
role in the society)
➢ POLYSEMIC TEXT - prefix
(poly) implies multiplicity,
while semic is derived from the
greek ‘sema’, meaning
audiences see various meanings
in the signs from the media and
information texts
➢ An individual’s interpretation is
shaped by the social
circumstances surrounding
him/her and by the contexts
that govern his/her existence
➢ Social factors as the triumvirate
of class, gender and ethnicity
➢ Context - set of conditions that
locate a media and information
text in a particular historical
period
❖ RECEPTION AND RESISTANCE
➢ David Morley - (derived from
Stuart Hall) articulated 3 modes
of reading media texts on
television(1980)
■ DOMINANT READING
- reader fully shares
the text’s codes and
accepts and reproduces
the PREFERRED
READING
 ● Shampoo to turn women
commercial into passive
that features consumers
the luscious ➢ Audiences can resist the
hair of the messages of media and
endorser which information texts in very
made some creative ways through the
women social positioning of the
purchase the audience
product
■ NEGOTIATED *TARGET AUDIENCE - specific group of people
READING - audience identified and aggregated from selected
partly shares the text’s population segments
code and broadly - Intended users
accepts the preferred ATTRIBUTES OF AUDIENCE
reading, but sometimes ● G - gender
resist and modifies it in ● E - ethnicity
a way which reflects ● A - age range
one’s own position, ● R - region/nationality
lived experiences and ● S - socio-economic group
opinions ISSUES IN MEDIA
● A woman may INTELLECTUAL PROPERTY - creations of the
think that the mind
endorser is - RA 8293
naturally - Inventions, literary and artistic works,
endowed with designs and symbols, names and
luscious hair, images
but still buys TYPES
the product and ● COPYRIGHT
uses it ● PATENT - exclusive right granted for
sparingly an invention
■ OPPOSITIONAL ○ Provides right to decide
READING - audience how/whether the invention can
takes a directly be used by others
oppositional stance to ● TRADEMARKS - distinction sign of
the dominant code of goods /services of an enterprise
the texts and resists it ○ TRADEMARK INFRINGEMENT
completely - violation because they are
● Seeing the using the same concept of other
advertisement logos
as a sham, a
blatant attempt
 ● INDUSTRIAL DESIGN - HAPTICS TECHNOLOGY - used in virtual arts,
ornamental/aesthetic aspect of a such as sound synthesis, graphic design and
product animation
● GEOGRAPHICAL INDICATIONS AND - Gaming, movies, etc
APPELLATIONS OF ORIGIN - specific CONTEXTUAL AWARENESS - hard and soft
geographical origin: qualities, sensor suited for the user’s needs
reputation - Taking control of the remote control
○ Includes the name of the place EYE TRACKING TECHNOLOGY - law
of origin of the goods enforcement
FAIR USE - responsible use of copyrighted - Lie detection, airport security, health
material, without a license, only for certain care, human interaction, safety
purposes - Measures eye positions and movements
- Include: commentary, criticism, which are analyzed through computer
reporting, research, teaching applications
- Guidelines: majority of the content
must be your own, give credit to the
copyright holder, don’t make money off
the copyrighted work
- ATTRIBUTION - ask for full permission
- NON-COMERCIAL
- NO DERIVATIVE WORKS - no
modification
- SHARE A LIKE - you can modify your
work

CREATIVE COMMONS - american non-profit

organization
- Expanding the range of creative works
available for others to build upon
legally and to share
- Work may be used without permission,
under certain circumstances

CURRENT TRENDS IN MIL

INTERNET GLASSES - building schemes,
virtual recipes, giving speech
- Display images directly on the retinas
while not blocking the sense of sight
VOICE AND TONE RECOGNITION - security
healthcare, mobile applications
- Detection of person’s emotional and
health condition