DIASS

• Media literacy


  The ability to use and consume media responsibly
• Roles of communicators and journalists

  • Visualizers
  • Mobilizers
  • Organizers
  • Opinion makers
  • Gate keepers
  • Leaders
  • Managers
  • Propagandists
  • Policy advocates
  • Reformists
• Journalism


  The activity of gathering, assessing, creating, and presenting news and information
• Communication Education


  Some communication graduates intentionally immerse themselves in industry practice such as corporation, media outfits, or non government organization to gain experience which can be carried once they enter the academe
• Areas of Specialization


  • Public relations
  • Advertising
  • Media Planning
  • Integrated Marketing communication
  • Development Communication
  • Health Communication
  • Science Communication
  • Alternative Media (indigenous/ community media)
  • Participatory communication
  • Crisis communication
  • Legal Service
  • Public Communication
  • Communication evaluation
  • Communication policy, planning and management
  • Strategic communication
  • Risk reduction and disaster management
  • Government Service
• Public relations


  A strategic communication process that build mutually beneficial relationship between organizations and their publics
• Advertising


  The nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media
• Media Planning


  Directly associated with advertising because it entails outsourcing to media agencies and finding the optimal media platforms where a product or service could be advertised
• Integrated Marketing communication


  An approach to achieving the objectives of a marketing campaign, through as well-coordinated use of different promotional methods that are intended to reinforce each other
• Development Communication


  This type of communication practice links developments to application opportunities at the community level toward social transformation
• Practitioners in media and communication have strong skills in writing, reading, speaking, and listening. They are also highly knowledgeable of the communication technologies that are used in their practice
• Journalism


  The pen is mightier than sword. This power, vested upon communication practitioners, must be tempered; otherwise, it will be abused. As practitioners, the main role of journalists is to become effective chronicles of the day's event because the news today is the history of tomorrow
• What the media should be according to the Commission of Freedom of the Press

  • A truthful, comprehensive and intelligent account of the day's event in a context which gives them meaning
  • A forum for the exchange of comment and criticism
  • The projection of a representative picture of the constituent groups in the society
  • The presentation and clarification of the goals and values of the society
  • A full access to the day's intelligence
• Forms of Journalism


  • Advocacy journalism
  • Broadcast journalism
  • Citizen journalism
  • Interactive journalism
  • Photojournalism
  • Development journalism
• Journalism's Function


  • Watchdog - function of ensuring that everyone in the society is accountable of their actions
  • Vanguard - function of cementing and protecting social values necessary for organizing society
  • Fourth Estate - roles of providing checks and balances in the function of the other estates
• Social media has revolutionized the way people communicate and socialize on the web. There is a positive effect on business, politics, socialization because we can contact anyone around the world at any time, with just a few keystrokes. There is also a negative effect such as cyberbullying, privacy, and fake news
• Media and communication in the Philippines is highly commercial/business-oriented. Because of that, some news content are trivialized and dumped down to a level that is almost simplistic and mundane. Notice how news on primetime television are tacitly irrelevant to many, like rumor-mongering showbiz stories
• There are also instances wherein news becomes so heavily fictionalized because of some news producers' attempt to adopt news into other media formats, which, in the process, sensationalize their presentation of news in order to gain audience base
• The information that journalists offer to the public will be judged in importance and value based on its impact to citizens. As part of the democracy society, you will be able to practice your rights and freedom more responsibly if you are well-informed
• Factors that influence news decisions according to Wolfgang Donsbach


  • News factors
  • Institutional Objectives
  • Manipulate Power of News Sources
  • Subjective beliefs of journalists
• Careers in Communication and Journalism

  • Media Production (writer, producer, reporter)
  • Analysis (television program monitoring or ombudsman)
  • Criticism (columnist, editorial writer or television program reviewer)
  • Government Agencies
  • Corporate Relations, human resources, customer relations, negotiations
• Issues that communicators contend with


  • Freedom of expression and its limitations
  • Libel and slander
  • Right to privacy
  • Copyrights and trademarks
  • Fair trial-free press conflicts
  • Newsgatherer's privilege
  • Freedom of information
  • Obscenity and pornography
  • Regulation of electronic media
  • Media Ownership
  • National Security
• Libel


  Publishing a false statement that can threaten a person's reputation. It is a crime against honor and has four elements: defamatory imputation, malice, identification, and publication
• The Ethics of Communication

  • Seek to "elicit the best" in communications and interactions with other group members
  • Listen when others speak
  • Speak non-judgmentally
  • Speak from your own experience and perspective, expressing your own thoughts, needs, and feelings
  • Seek to understand others (rather than to be "right" or "more ethical than thou")
• Sources containing the codes of ethics that guide practices

  • General Practice
  • Print and Online Media
  • Broadcast Media
  • Film /Cinema
  • Advertising
  • Public Relations
  • Communication and Social Research
• Some common ethical issues in broadcast media

  • Depiction of violence and sex and the presence of strong language
  • Product placement
  • Stereotyping
  • Taboos and sensitive content
• Some ethical issues in film / cinema

  • The welfare of those involved in the production of the film
  • The welfare of the subjects of the film
  • Making clear to the audience the purpose of the film
  • Accurate representations and reflections of reality
• Some common ethical issues in advertising

  • False advertising
  • Fraudulent use of propaganda techniques
  • Stealth advertising
  • Targeting children
  • Resorting to stereotyping and sexual content
• Some common ethical issues in public relations

  • Bending or twisting the truth in favor of a good image
  • Preoccupation on facts and compromising context
  • Transparency in reporting the background
  • Crossing over to advertising
• Some common ethical issues in social research

  • Voluntary participation
  • Informed consent
  • Privacy through confidentiality
  • Privacy through anonymity
  • Person's right to service
• The five main principles of ethics

  • Truthfulness and confidentiality
  • Autonomy and informed consent
  • Beneficence
  • Nonmaleficence
  • Justice
• Telecommunications Industry Ombudsman


  Someone who resolves disputes that have something to do with telecommunication