Layug, John Leslie P.

AB Comm2A

Every one of us uses communication, but the media that we use makes a significant impact. In
his scholarly study, Anjaiah says that mass media provides substantial and pleasurable
information to people across countries (1-2). There are two types of media; traditional and new
media. Back in the days, only the radio and newspapers were used to gather information.
Whenever people wants to get in-touch of the latest happenings, they check the publications and
listens to the radio then after the advancement, it turned into television and now, social media.

Technology made a big part on the advancement of media that people uses but despite of this,
Ullah on his scholarly journal states that radio plays a significant role in informing, entertaining,
and educating people (144). On the other hand, we do not look for information; we look for
something that we can use as competitive intellect. Social media (new media) has two approaches
towards competitive intelligence as what Vuori and Väisänen elaborated on their journal. The first
approach is the information-gathering-approach wherein it considers how social media
applications can advance information source identification and information gathering by making
it efficient by the use of social media. The second one is the information-sharing-approach, that
lets people be collaborative and participative in exchanging information (1). Usually, traditional
media only practice the one-step flow of information over the multi-step flow the new media has.
That is the reason why do people sees new media as more useful than traditional media. The new
press is convenient as well that is why people tend to use this over conventional media (WhiteHat
par. 4)

Media can be an impact to the different sides of people, and here are some of it.

1. The use of Social Media to Nonprofit Advocacy (Guo and Saxton 60-61).

Advocacy organizations started using social media such as Facebook, Twitter, and the likes to
facilitate relationship building towards the organization and its audiences yet, we only know little
information towards the "statuses" and "updates" the organization post. Most relevant for
understanding advocacy is the recent work by Lovejoy and Saxton (2012) as cited by Guo and
Saxton (2014), who identified three vital communicative functions in the tweets sent by the 100
largest nonprofit organizations in the United States— information, community, and action.
Information part covers the organization's data, highlights, and other news. Community part
includes posts that serve, interact, and converse, and lastly, action. It aims the followers to "do
something." (61)

2. Women and Media: How Women are portrayed in Media (Ahmad 1-2).

Whatever form it is – cinema, television, internet, newspapers, magazines, and the likes, mass
media is often said to be the reflection of the society (1). Stereotyping best describes this kind of
mentality we have. Cultivation theory as what Littlejohn et. al defined in their book, cultivation
theory is the idea that television is so pervasive in our culture that it "cultivates" particular views
across all segments of society (159). The approach fits with this stereotyping of women in the
television wherein women in the Philippines are always portrayed as dedicated mother, loving
wife, obedient daughter-in-law or in modern context a woman who continually struggles to
manage her outside activities as well as household chores like on how Indian women are defined
in the scholarly research of Ahmad (par. 3).

In the four different advertisements of Colt45 way back 2008 in the blog Gender Stereotypes,
if a man cares about women's fashion, if he is taking sweetly over the phone, if he uses facial
washes, and if he is concerned about the cleanliness of his glass, then he is unmanly (par. 7). These
points of the blog show that a woman is weaker than a man for being picky and/or choosy.

A Filipino film entitled "My House Husband" in the same blog defined women as someone
who stays in the house to take care of it and their children (par. 8). one of the lines of the film that
proves the statement of the blog Gender Stereotypes is this:

"Ayokong pagtrabahuin and asawa ko, kahit nakatapos siya ng I.T., kahit gusto niya mag trabaho.
Gusto kong nasa bahay lang siya para tutok ang attensyon niya sa mga bata. Para wala na ring
sabihin yung iba."

3. Politics of Recognition: The power of religious endorsement in the 2019 polls (Cahiles par.
17-21).

In the article of Cahiles that was published in the CNN Philippines website, it shows that nine
out of ten Filipinos gives their most significant trust to the churches they belong to (par. 17).
Followers of a particular religion not just follow a specific belief, traditions, and teachings but also
their leaders' political choice (Cornelio as cited by Cahiles par. 20).

4. Commercials: Captures the buyer's mindset.

AIDA Model or awareness, interest, desire, and action model plays a vital role in shaping the
mindset of buyers towards the product or service (Glowa as cited by Bokney 15). The model
depicts that; awareness will cause or attract the attention of the consumer to the product.
Consumers think that they are buying the right and the best thing for them. Advertisers believe
that when the consumer gets to the stage of "desire formation" for the product; he or she is likely to
take any action which the advertiser see will be purchasing the product (Lavidge and Steiner as
cited by Bokney 15). Scholars projected that Magic Bullet theory on media effect and media
behaviors was narrowed down to be passive and made an influence in the people's mind (Essays
par. 2).
 In the Philippines, companies use celebrities to advertise a product, and that makes people
believe that when they use what their idol's use, they will also achieve the same result. Stars are
personalities that are well known in public either because of their credibility or of their
attractiveness or because of both of these. Advertisers use celebrities in their advertisement to
increase the effectiveness and heighten the credibility of commercials (Mwenda par.1)

Media is a potent tool, and it influences individuals and the society (Toumi par. 1). If you are
a responsible user, this will lead you to a better outcome, and if not, it will lead you to fake news
and sharing it will make you not credible so you better be careful in using the media.

Resources:

Book:

Littlejohn, S. W., Foss, K. A., & Oetzel, J. G. (2017). Theories of human

communication. Retrieved from
file:///C:/Users/netian/Downloads/[Stephen_W._Littlejohn;_Karen_A._Foss;_Joh
n_G._Oet(z-lib.org).pdf.

Journals (Website):

Ahmad, A. (n.d.). Woman and media "how women are portrayed in media".
Retrieved from https://www.academia.edu/3087309/Woman_and_Media_How_ W-
omen_are_portrayed_in_Media_

Anjaiah, D. (n.d.). Different types of media in india: a study. Retrieved from https://-
www.academia.edu/39161573/DIFFERENT_TYPES_OF_ ME-
DIA_IN_INDIA_A_STUDY?email_work_card=thumbnail-desktop

Bonney, E. (n.d.). The impact of advertising on consumer purchase decision. (A Study of GIJ
Students).Retrieve from https://www.academia.edu/7809876/The_Impact_of_Adverti-
sing_on_Consumer_Purchase_ Decision._A_Study_of_GIJ_Students_

Guo, Saxton, & D., G. (n.d.). Tweeting social change: how social media are
changing nonprofit advocacy. Retrieved from https://www.academia.edu/3245466/-
Tweeting_Social_Change_How_Social _Media_are_Changing_Nonprofit_Advocacy

Magic bullet theory analysis. (n.d.). Retrieved from

https://www.ukessays.com/essays/media/magic-bullet-theory-analysis- b 3932.php#citethis

Ullah, R. (n.d.). Role of fm radios in news and information: a study of fm radios in

peshawar, khyber pakhtunkhwa. Retrieved from
https://www.academia.edu/39206841/ROLE_OF_FM_RADIOS_IN_NEWS_AN
 D_INFORMATION_A_STUDY_OF_FM_RADIOS_IN_PESHAWAR_KHYBE
R_PAKHTUNKHWA?email_work_card=view-paper

News (Online):

Cahiles, G. (2019, April 6). Politics of recognition: the power of religious endorsement in the
2019 polls. Retrieved from
https://cnnphilippines.com/news/2019/4/10/religious-endorsement-philippine-
elections.html

Toumi, H. (2014, April 28). 'Media has most powerful effect on people'. Retrieved from
https://gulfnews.com/world/gulf/bahrain/media-has-most-powerful-effect-on-
people-1.1325208

Blogs:

Gender stereotypes in the philippine media [Web log post]. (n.d.). Retrieved from
https://4equality.weebly.com/gender-stereotypes.html
Old Media Vs. New Media [Web log post]. (n.d.). Retrieved from
https://wearewhitehat.com/blog/2016/old-media-vs-new-media/