This document discusses mass media and media effects. It begins by defining mass media as channels of communication that transmit information to large groups. It then outlines several theories of media effects, including third-party theory, reciprocal effect theory, boomerang effect, cultivation theory, and agenda-setting theory. It also discusses propaganda and propaganda model of media control. The document provides learning materials such as cartoons and videos related to analyzing media influence. It poses discussion questions to promote critical thinking about how mass media can both positively and negatively impact culture and education.
2. Topic: Mass Media and Media Effects
Learning Competencies:
■ define mass media (enrichment)
■ discuss and evaluate the different theories on media
effects (enrichment)
■ discuss in class how a particular individual or society is
portrayed in public using different types of media
(MIL11/12TYM-IIId-12)
3. 1.What is the message of this
cartoon?
2.Do you agree with the
message? Why or why not?
(Source: https://freudiancouch.wordpress.com/2013/04/26/build-bridges-or-destroy-them-the-role-of-
mass-media-in-the-society/)
FORMATIVE ASSESSMENT
CARTOON ANALYSIS
4. 1.What is the message of this cartoon?
2.Do you agree with the message? Why or why not?
FORMATIVE ASSESSMENT
CARTOON ANALYSIS
(Source: http://www.personal.psu.edu/bfr3/blogs/asp/2013/03/media-influence-stop-it-or-use-it.html)
5. 1.What is the message of this cartoon?
2.Do you agree with the message? Why or why not?
(Source: http://www.growingyup.com/an-inconvenient-truth/)
FORMATIVE ASSESSMENT
CARTOON ANALYSIS
6. MASS MEDIAAND MEDIA EFFECTS
Mass Media
refer to channels of communication
that involve transmitting
information in some way, shape or
form to large numbers of people
7. MASS MEDIAAND MEDIA EFFECTS
Media Effects
are the intended or unintended
consequences of what the mass
media does (Denis McQuail, 2010)
Source:
http://mass.pakgalaxy.com/eff
ects-of-mass-media-on-
society.html
8. MEDIA EFFECTS
Third – partyTheory
• People think they are more
immune to media influence than
others.
Source: https://www.linkedin.com/pulse/death-
human-conversation-awad-abdelgayoum
9. MEDIA EFFECTS
Reciprocal Effect
• When a person or event
gets media attention, it
influences the way the
person acts or the way the
event functions.
• Media coverage often
increases self-
consciousness, which
affects our actions.
(Source:
http://www.flickriver.com/photos/billyjo29/tags/kap
amilya/)
10. MEDIA EFFECTS
Boomerang Effect
• refers to media-induced
change that is counter to the
desired change
(Source: http://uppiddee.com/blog/smiley-
faces-and-the-boomerang-effect/)
12. MEDIA EFFECT
CultivationTheory
(George Gerbner)
• states that media
exposure, specifically to
television, shapes our
social reality by giving us
a distorted view on the
amount of violence and
risk in the world
(Source: http://mass.pakgalaxy.com/cultivation-
theory.html)
13. MTRCB (Movie andTelevision Review and
Classification Board) is the government
agency responsible for rating television
programs and films in the Philippines.
15. MEDIA EFFECTS
Agenda-settingTheory
(Lippmann/ McCombs and
Shaw)
• process whereby the mass
media determine what we
think and worry about
• public reacts not to actual
events but to the pictures in
our head, created by media
(Source: http://lessonbucket.com/media-in-
minutes/the-agenda-setting-function-theory/)
16. MEDIA EFFECTS
Propaganda Model of Media
Control
(Herman & Chomsky )
• The model tries to
understand how the
population is manipulated,
and how the social,
economic, political attitudes
are fashioned in the minds
of people through
propaganda.
17. PROPAGANDA
• The systematic propagation of a doctrine or cause or of
information reflecting the views and interests of those
advocating such a doctrine or cause.
(http://www.thefreedictionary.com/propaganda)
• ideas or statements that are often false or exaggerated
and that are spread in order to help a cause, a political
leader, a government, etc. (http://www.merriam-
webster.com/dictionary/propaganda)
20. GRADED RECITATION
Give a specific example with an explanation.
1.How do you know when what is posted in
social media is a propaganda? How do you
react on it?
2.How can you protect yourself from being
influenced by propaganda messages in social
media?
21. GRADED RECITATION: CARTOON ANALYSIS
(Source: http://www.cartoonmovement.com/cartoon/13128)
1.What is the message of
this cartoon?
2.Do you agree with the
message? Why or why
not?
22. Give a specific example with an explanation.
1.How can mass media be used as a tool to
promote the Filipino culture?
2.How can mass media be used as a tool to
promote education and strengthen values
formation of the youth?
GRADED RECITATION
23. REFERENCES
• Media and Information Literacy by Boots Liquigan (Diwa)
• http://2012books.lardbucket.org/books/a-primer-on-
communication-studies/s15-02-functions-and-theories-of-
mass.html
• http://www.sociology.org.uk/media_defined.pdf
• http://zimmer.csufresno.edu/~johnca/spch100/7-4-
agenda.htm
• http://communicationtheory.org/propaganda-model/
• http://www.mtrcb.gov.ph/
