tech 2 lesson 4

• 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
• Frames

  • 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
• 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
• Status quo


  • Existing state of affairs in society
  • Discrimination, exclusion, and marginalization
• 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
• 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


  • Social class, largely determined by income and other material possessions, as well as the spaces inhabited
• Media exposes its viewers to lifestyles that may be different from what they know
• 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 Europe in 1868


  • Ilustrados launched the Propaganda Movement to "awaken the sleeping intellect of the Spaniard to the needs of our country" and to create a closer, more equal association of the islands and the motherland
• 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
• Persuasion in communication is a necessary feature of a democracy
• Ideology


  • A system of beliefs based on a set of positions, ideas, and perspectives
  • Associated with rigid political beliefs or with social movements espousing radical ideas about reform and revolution
  • A system of meaning that defines and explains the world to its audiences
  • A more coherent system of concepts and beliefs held by an individual or a group
• Marxism


  • Ideologies are systems of thought perpetuated by the ruling classes to preserve an existing social order that only serves the interests of the ruling classes
  • Ideology is always attached to the idea of false consciousness
  • Ideology is a powerful mechanism that exerts control over the people
  • Media is an instrument of the ruling classes
• Hegemony


  • The intersection of power, culture, and ideology
  • The ruling classes willfully combine persuasion and power to enforce its ideology over the masses
  • By deploying common sense, media constructs a world that implicitly says this is the norm, the acceptable, and the socially appropriate
• Interpellation


  • A process by which individuals are constituted as subject
  • The ideology imbedded in media texts passed on to the audiences wherein they are turn into new subject
• Ideological State Apparatus


  • Cultural institutions like media, religion, and the cultural system, and structures in charge of imparting ideology
  • Media manufacture an imaginary picture of the real conditions of capitalism for their audiences and in the process hide the true nature of their exploitation
  • Media behave as part of the ideological state apparatus through their messages on how they produce particular forms of consciousness on how people should act, behave, and think
• Media promote the interests of the ruling classes, the most powerful segments of society, thereby carrying the dominant ideology
• Media texts can also contain the messages that challenge existing worldviews other than that of the powerful classes
• The context of the viewer plays a significant part in how he or she formulate and articulate the meanings that he or she makes of the media texts
• Stereotyping


  • An overarching belief about the characteristics of a certain group in society
  • forms of characterization that are also memorable and widely patronized by many
  • is never neutral or value-free
  • in the media reinforce the marginalized status of certain sectors, and impose a double marginalization on those whose freedoms and dignity are traditionally degraded because of poverty and exclusion
• Stereotypes are not always negative
• PROCESS OF INCLUSION AND EXCLUSION


  Best illustrated by the way we frame an event or scene before we click the shutter of

  our cameras.

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

  Are tools utilized by media creators and producers to tell their story.
• FRAMES

  ❖ Gets more complicated for more complex media messages and formats.
• FRAMES

  ❖ 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.
• FRAMES

  ❖ Can be more powerful organizing tool for telling stories in feature story or investigative

  report.
• FRAMES

  ❖ Can be both enabling and constraining to audiences.
• Framing

  ❖ The process of putting together the elements to create or produce a media text.
• framing

  ❖ Also, a process of excluding some elements in the creation and production of media

  text, in reverse.
• Framing

  ❖ Choices inevitably bear the values, opinions, and points-of-view of the media

  creators and producers.
• Framing

  ❖ Every decision make--lifestyles to portray, opinions expressed by major characters,

  and the actions in the plot--are enfolded in the media texts.