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• Bias is a tendency to lean in a certain direction, either in favor of or against a particular thing.
• It is a subjective way of thinking that originates from an individual's own perception or points of view.


  Bias
• Conformity Bias – is the tendency to change one’s beliefs or behavior to fit in with others.
• Beauty Bias – is the tendency to prefer people who we find more physically attractive
• Halo Effect – refers to situations whereby our general impression about a person, a brand, or a product is shaped by a single trait.
• Horns Effect – is the tendency people have to view another person negatively after learning something unpleasant or negative about them.
• Similarity Bias – It occurs when we show preference for people who are similar to us.
• Confirmation Bias – can happen when we look for, or give greater weight to, evidence that confirms our views and experiences.
• Bandwagon Effect – is when an idea or belief is being followed because everyone seems to be doing so.
• Gender Bias – is behavior that shows favoritism toward one gender over another.
• “Prejudice” is a word in both American English and British English that refers to forming a preconceived opinion about people prior to knowing anything about them as individuals. 
• People make prejudiced assumptions on the basis of stereotypes about a person’s race, ethnicity, gender identity, sexual orientation, and other signifiers.
• Gender prejudice is also referred to as sexism and is based on stereotypes (an oversimplified prejudgment of others, often leading to negative prejudices) held about women and men.
• ETHNIC/ RACIAL – prejudice against or hostility toward people of another race or color
• SEXUAL ORIENTATION – refers to negative attitudes toward an individual because of her or his sexual orientation.
• AGE PREJUDICE – it involves treating persons in an unequal fashion due to age in a way that is contrary to human rights law.
• CLASS PREJUDICE – also known as classism, is differential treatment, prejudice, or discrimination on the basis of social class or perceived social class.
• Viewing - It is an active process of attending and comprehending visual media such as television and advertising images.
• Viewing materials are the things that are designed to be seen, viewed or watched.
• ELEMENTS OF COMMUNICATION (Nicotra, 2017) 1. Communicator This is also known as the author, creator, or producer of a message. the production of TV programs, movies, music, videos, and commercials is the communicator.
• This refers to the idea expressing layers of meanings from the communicator.


  Message
• It refers to a person, group, or organization to whom the messages are either addressed or invoked and from whom feedback is expected.

  Audience
• It refers to the time and place of communication, together with the conditions from the physical environment.


  Context
• For every medium, there would always be a dominant purpose among these four: - to explain - to describe - to entertain - to persuade.

  Purpose
• It refers to the senses involved in decoding messages.


  Modality
• It is the technical means by which messages are communicated.


  Medium
• It refers to needs and situations that cause the production of video materials.


  Exigency
• It refers to the method of distributing the messages as in print for newspaper, broadcast for radio and TV programs, and digital for movies.


  Circulation
• It refers to the class or category in which the viewing materials belongs.

  Genre
• The classification of the viewing materials is primarily done according to the purpose it serves.


  Genre
• It is a scheduled show broadcast through TV.

  Television Program
• It can be watched on cell phone or online.


  Television Program
• It is a film shown in a theater, on television, or on the Net.


  Movie
• Movies can be classified depending on the setting, characters, plot, temperament, tone, and topic.
• It is a film genre in which the hero or heroes are pushed into a progression of occasions that commonly incorporate savagery, expanded battling, actual accomplishments, salvages and hysterical pursues.

  Action
• One in which singular drawings, canvases, or representations are captured outline by outline.


  Animation
• A classification of fiction that alludes to any talk or work commonly proposed to be humorous or interesting by inducing laughter.

  Comedy
• A film genre inspired by and analogous to the crime fiction literary genre.


  Crime
• Films of this genre generally involve various aspects of crime and its detection.

  Crime
• Depends on the passionate and social advancement of reasonable characters.


  Drama