Lesson 5- Types of Media

• Modern Media 


  Print media (books,magazines, newspapers), television, movies, video games, music, cell phones, variouskinds of software, and the Internet. These are what kind of media?
• Media


  It refers to a vehicle or means of message delivery system to carry an admessage to a targeted audience. Media like TV, Radio, Print. Outdoor and Internet areinstruments to convey an advertising message to the public.
• TV, Radio, Print. Outdoor and Internet


  These are the instruments to convey an advertising message to the public
• These are essentials for the media planners

  1. Keep up with latest media trends
  2. Keep up with New technological developments
  3. Determine long and short term effects of different media
  4. Analyze Strengths and Weaknesses of different media
• What are the different types of media

  1. Print Media
  2. Broadcast Media
  3. Film/Movies
  4. New Media
• Print Media 


  It is used to describe the traditional or "oldfashioned"print-based media that today's parents grew up with, including newspapers,magazines, books and comics or graphic novels
• media such as radio and television that reach targetaudiences using airwaves as the transmission medium.

  Broadcast Media
• Film/Movies


  These are the oldest form of motion picture technology capable ofcapturing lifelike video-style images.
• New Media


  It refers to those digital media that are interactive, incorporate two-waycommunication and involve some form of computing
• Media Convergence 


  the blending of multiple media forms into one platform forpurposes of delivering a dynamic experience.
• What are the mass communication outlets

  1. print
  2. radio
  3. Internet
  4. television
• Digitalization 


  computer networking and the rise of the Internet, however, have resulted inthe breaking down of these silos.
• 1. Books
  2. Newspaper
  3. Radio
  4. Television
  5. Cinema


  These types of media are called distinct technologies
• What are the two of the areas where convergence has been impactful.

  Communication and Technology
• It is known as being one of the most significant forces in modern culture.

  Mass Media
• The flow of information has completely changed bringing an overhaul to the overall media sector.

  Mass Media and Media Effects
• It is basically, when a person is portrayed in public more people are likely to access the information online.

  Mass Media and Media Effects
• Sociologists refer to this as a mediated culture where media reflects and creates the culture.

  Mass Media and Media Effects
• these are the intended or unintended consequences of what the mass mediadoes (Denis McQuail, 2010).

  Media Effects
• What are the Types of Media Effects

  1. Third-party Theory
  2. Reciprocal Effect
  3. Boomerang Effect
  4. Cultivation Theory (George Gerbner)
  5. Agenda-setting Theory (Lippmann/ McCombs and Shaw)
  6. Propaganda Model of Media Control (Herman & Chomsky)
• This type of media effect people think they are more immune to media influencethan others

  Third-party Theory
• This is type of media effect when a person or event gets media attention, it influencesthe way the person acts or the way the event functions.

  Reciprocal Theory
• In this type of media the media coverage often increasesself-consciousness, which affects our actions.

  Reciprocal Theory
• This type of media effect refers to media-induced change that is counter to thedesired change

  Boomerang effect
• In this type of media effect a theory made by George Gerbener suggested that suggests that television and mediapossess a small but significant influence on the attitudes and beliefs of society aboutsociety

  Cultivation Theory
• In this type of media effect it states that media exposure,specifically to television, shapes our social reality by giving us a distorted view on theamount of violence and risk in the world

  Cultivation Theory
• It processwhereby the mass media determine what we think and worry about.

  Agenda- setting Theory
• In this media effect, the model tries to understand how the population is manipulated, Cand how the social, economic,political attitudes are fashioned in the minds of people through propaganda.

  Propaganda Model of Media