TECH 2 LESSON 2

• Audience


  A highly valued concept in media & info production. From the side of the creators and producer, they are the perceived receiver, the viewer, and the end-user of media and information text.
• Media Corporations spend a huge amount of corporate funds trying to learn about their target audiences.
• Topnotch Executives prioritize audience research as a prerequisite before embarking on any media project.
• Politicians on the campaign trail conduct poll studies to fine-tune their campaign messages to amass bigger share of the voting population.
• Advertising Companies are way ahead in the use of state-of-the-art technology to render their media campaigns more attractive to the target audiences of the products they sell.
• Social Institutions keep warning parents about the dangers of extended television viewing carrying the thought that too much sex and violence will bear on their consciousness.
• Hypodermic Needle Theory


  Emerged in the late 1920s and gained prominence until after World War II. It asserts that media and information messages, like a hypodermic needle, inject their messages directly to the audience. Media is described as powerful conduits of messages and audiences will believe anything told to them by the media.
• The Payne Fund, a private institution between the late part of the 1920s and the early part of the 1930s, conducted research to assess the effect of media on children. The research concluded that films indeed had strong influence on children. The results caused panic among the public and enabled the formulation of a governing code for the movie industry.
• Two-Step Flow of Communication

  Emerged from the studies of Paul Lazarsfeld, Bernard Berelson, and Hazel Gaudet when they analyzed how voters make their electoral decisions in the 1940 United States Presidential Campaign. The findings revealed that voters do not access information directly from the media but through what is referred to as opinion leaders. The media as the first step and the opinion leaders as the second step.
• Uses and Gratification Approach


  Argued that the audience access media and information bringing with them their own needs and desires, which in turn structures the way how the media is received
• Hypodermic Needle Theory - emerged in the late 1920s and gained prominence until after World

  War II.

  ● It asserts that media and information messages, like a hypodermic needle, inject their

  messages directly to the audience.

  ● media is described as powerful conduits of messages and audiences will believe anything

  told to them by the media.

  ● introduced by Harold Laswell in 1927 in his book entitled Propaganda Techniques in the

  WW1 and leading up to WWII
• Two-Step Flow of Communication

  ● Emerged from the studies of Paul Lazarsfeld, Bernard Berelson, and Hazel Gaudet when they analyzed how voters make their electoral decisions in the 1940 United States Presidential Campaign.

  ● The findings revealed that voters do not access information directly from the media but

  through what is referred to as opinion leaders.

  ● The media as the first step and the opinion leaders as the second step.
• Frames


  Tools utilized by media creators and producers to tell their story
• Process of inclusion and exclusion

  1. Best illustrated by the way we frame an event or scene before we click the shutter of our cameras

  2. The frame is literally - as a structure that surround something

  3. Others simply zero in to a central image and may even take the option of blurring the background so that the foreground image may assume more prominence

  4. In the case of picture, these are the imaginary four lines that form a square and boarder a scene that will be rendered in a shot
• Frames in media production

  • Gets more complicated for more complex media messages and formats
  • Exclusion of contrary points-of-view had some effect on the way the story cuts across to the public and that is the one-sidedness of the opinion
  • Can be more powerful organizing tool for telling stories in feature story or investigative report
  • Can be both enabling and constraining to audiences
• Teleseryes


  • Frame the long narratives around familiar themes that have resonated with audiences since the advent of this format
• Framing


  • The process of putting together the elements to create or produce a media text
  • Also, a process of excluding some elements in the creation and production of media text, in reverse
  • Choices inevitably bear the values, opinions, and points-of-view of the media creators and producers
• Decisions made by news executives


  • What news should make the headline portion and therefore should come first and what should come last
  • News that comes first are of national importance and those that come last, bear the least significance
  • The political and economic situation is constitutive of national concerns, implicates nation-building processes, and bears an impact on the citizens
• Media can be constraining as it may deliberately include stereotyped characters such as women and homosexuals
• Shared experience is dependent on shared narratives, metaphors, phrases, cultural memories, even allusion to pop culture and history, and basically a shared social context
• Status quo


  • Existing state of affairs in society
  • Discrimination, exclusion, and marginalization
• Mainstream media supports and perpetuates the status quo
• The rise of independent media is a reaction or resistance to the dominant role of mainstream media
• Values


  • Commonly held beliefs, views, and attitudes about what is important and what is right
  • Can be prescriptive and serve as a guide for desirable behavior
  • Principles that we use to judge the worth of an idea or a practice
• Personal values


  Guide or drive our individual behavior
• Spiritual values


  Direct your actions and decisions with regards to a higher power
• Attitudes


  • Expressions of our response to particular ideas, events, circumstances, or people
  • A predisposition to react favorably or unfavorably to a situation, event, or a person
• Lifestyles


  • Ways of living and denote the interests, hobbies, behavior, opinions of an individual, family, group, or even a community
  • Both tangible and intangible elements
• Tangible elements of lifestyle

  • Social class, largely determined by income and other material possessions, as well as the spaces inhabited
• Intangible elements of lifestyle

  • Values and attitudes a person or a group is predisposed to
• Media exposes its viewers to lifestyles that may be different from what they know
• Local television programming has always privileged the lifestyles of the rich and powerful classes engendering aspirations of a new lifestyle for its viewers
• Mass advertising encourages people to patronize products that promote certain lifestyles
• Social media today has privileged the sharing of information which also includes those that can positively affect one's lifestyle, such as media texts encouraging healthy lifestyle and eating habits, and the prevention of lifestyle diseases through the advocacy of exercise, dieting, and other wellness practices
• Propaganda


  • Disseminate or promote particular ideas
  • In Latin, it means "to propagate" or "to sow"
• Propaganda movement in the Philippines

  • Ilustrados launched the Propaganda Movement in Europe in 1868 to seek reforms from the Spanish colonial government
• The advent of the moving image, first in cinemas and later on in television, gave propaganda an even greater mileage
• The rise of the Internet transformed propaganda immensely and beyond those tasked with dispensing it has ever imagined
• Propaganda


  Communicating ideas designed to persuade people to think and behave in a desired way
• Persuasion


  A complex, continuing, interactive process in which a sender and a receiver are linked by symbols, verbal and non-verbal, through which a persuader attempts to persuade the persuadee to adopt a change in a given attitude or behavior because the persuadee has had perceptions enlarged or changed