Mass Media and Media Effects

MODULE 3
Lesson 2

Let’s Work It Out

Lesson II: Mass Media and Media Effects

Learning Competency:

Compare and contrast how one particular issue or news is presented

through the different types of media (print, broadcast, online)
Specific Objectives:
1. Define mass media and media effects;
2. Familiarize the different theories on media effects;
3. Analyze the effects of media to the youth;
4. Explain how a particular individual or society is portrayed in public
using different types of media

Let’s Think First

Directions: Choose the letter of the best answer. Write the answers on a
separate sheet of paper.
1. These are intended and unintended consequences of what mass
media does.
a. Media Effects c. Media Influence
b. Mass Media d. Medium
2. Refers to channels of communication that involve transmitting
information in large population.
a. Media Effects c. Media Influence
b. Mass Media d. Medium
3. It is a media effect where an individual thinks that he is immune to
media influence compared to others.
a. Reciprocal Effect c. Third-Party Theory
b. Boomerang Effect d. Cultivation Theory
4. It states that media exposure molds our social reality by giving us
distorted view on the amount of violence.
a. Reciprocal Effect c. Third-Party Theory
b. Boomerang Effect d. Cultivation Theory
5. A similar to the way that we change behavior when we know certain
people are around and may be watching us.
a. Reciprocal Effect c. Third-Party Theory
b. Boomerang Effect d. Cultivation Theory
6. Refers to media-induced change that is counter to the desired change
a. Reciprocal Effect c. Third-Party Theory
b. Boomerang Effect d. Cultivation Theory
7. It is the process whereby the mass media determine what we think
and worry about.
a. Agenda-setting Theory c. Cultivation Theory
b. Propaganda Model d. Third-Party Theory
8. It tries to understand how the population is manipulated, and how
the social, economic, political attitudes are fashioned in the minds of
people.
a. Agenda-setting Theory c. Cultivation Theory
b. Propaganda Model d. Third-Party Theory
9. It is ideas or statements that are often false or exaggerated and that
are spread in order to help a cause, a political leader and a
government.
a. Mass Media c. Boomerang Effect
b. Propaganda d. Agenda-Setting
10. All are effects of propaganda: except for;
a. Forms conflict among society’s differing classes.
b. Creates perception that one’s side action is ethical and honorable
compared to others.
c. Exercises our rights to freedom of expression which abides in our
constitution.
d. Stereotyping of all government officials as corrupt.
 Let Me Catch You

Activity 1
Directions: Give your own opinion about the quote presented.

“The media can be influenced by society and can in turn influence

society”.

1. What is your interpretation of the quote?

_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
2. How media can influence the society?
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
3. How does society influence media?
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
 Let’s Have a Tour

Activity 2

Directions: Give your own interpretation about the cartoon image provided
below.

1. What is the message of this cartoon?

________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
2. What symbolisms are used in this picture? Why?
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
3. Do you agree with the message? Why or why not?
________________________________________________________________________
________________________________________________________________________
 ________________________________________________________________________
________________________________________________________________________

Let’s Talk And Tell

(Source: https://planosophy.wordpress.com/2014/09/25/part-i-debord-social-media/)

• Mass Media - refer to channels of communication that involve

transmitting information in some way, shape or form to large numbers of
people.
• Media Effects - are the intended or unintended consequences of what the
mass media does.
MEDIA EFFECTS
 Third - Party Theory - People think they are more immune to media
influence than others.

https://www.linkedin.com/pulse/death-human-conversation-awad-abdelgayoum
 Reciprocal Effect - When a person or event gets media attention, it
influences the way the person acts or the way the event functions.

http://www.flickriver.com/photos/billyjo29/tags/kapamilya/

 Boomerang Effect - refers to media-induced change that is counter to

the desired change.

http://uppiddee.com/blog/smiley-faces-and-the-boomerang-effect

 Cultivation Theory - 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.co
m/cultivation-theory.html)
 MTRCB (Movie and Television Review and Classification
Board) is the government agency responsible for rating
television programs and films in the Philippines.

“G” stands General Audience

“PG” stands for Parental Guidance
“SPG” stands for Strict Parental Guidance/ Striktong Patnubay at Gabay
“R” stands for Restricted
“X” stands for Not for Public Exhibition
MOVIE CLASSIFICATION RATINGS

Agenda-setting Theory (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.
 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.
 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.
 Stereotypes are at the heart of all propaganda efforts. Their purpose is
to create perception that our actions are always ethical and honorable,
while those of our opponents are always unethical and dishonorable.

Let’s Do It

Activity 3
Portray Me

Directions: Give your brief explanation on the images provided below:

Source: www.philstar.com

1. How is this person portrayed in public by different types of media?

________________________________________________________________
________________________________________________________________
________________________________________________________________
________________________________________________________________
 2.How is this person portrayed in public by different
types of media?
____________________________________________
____________________________________________
____________________________________________
____________________________________________

Source: www.philstar.com

3.How is this person portrayed in public by different types

of media?

_____________________________________________
_____________________________________________
_____________________________________________
_____________________________________________

https://twitter.com/marshtmallow

4.How is this group portrayed in public by different types

of media?
_____________________________________________
_____________________________________________
_____________________________________________
_____________________________________________
http://www.academia.edu/30866752

5.How is this group portrayed in public by different types

of media?
___________________________________________
___________________________________________
___________________________________________
___________________________________________
___________________________________________
 Activity 4

Directions:
■ Write an essay about your analysis and evaluation of the effects of media
to the Filipino youth.
■ Your essay must have a title, an introduction, a body paragraph (1 main
argument with 2 examples), and a conclusion.
■ Not less than 12 sentences
 Let’s Check And Learn

Directions: Choose the letter of the best answer. Write the answers on a
separate sheet of paper.
1. These are intended and unintended consequences of what mass
media does.
a. Media Effects c. Media Influence
b. Mass Media d. Medium
2. Refers to channels of communication that involve transmitting
information in large population.
a. Media Effects c. Media Influence
b. Mass Media d. Medium
3. It is a media effect where an individual thinks that he is immune to
media influence compared to others.
a. Reciprocal Effect c. Third-Party Theory
b. Boomerang Effect d. Cultivation Theory
4. It states that media exposure molds our social reality by giving us
distorted view on the amount of violence.
a. Reciprocal Effect c. Third-Party Theory
b. Boomerang Effect d. Cultivation Theory
5. A similar to the way that we change behavior when we know certain
people are around and may be watching us.
a. Reciprocal Effect c. Third-Party Theory
b. Boomerang Effect d. Cultivation Theory
6. Refers to media-induced change that is counter to the desired change
a. Reciprocal Effect c. Third-Party Theory
b. Boomerang Effect d. Cultivation Theory
7. It is the process whereby the mass media determine what we think
and worry about.
a. Agenda-setting Theory c. Cultivation Theory
b. Propaganda Model d. Third-Party Theory
8. It tries to understand how the population is manipulated, and how
the social, economic, political attitudes are fashioned in the minds of
people.
a. Agenda-setting Theory c. Cultivation Theory
b. Propaganda Model d. Third-Party Theory
9. It is ideas or statements that are often false or exaggerated and that
are spread in order to help a cause, a political leader and a
government.
a. Mass Media c. Boomerang Effect
b. Propaganda d. Agenda-Setting
10. All are effects of propaganda: except for;
a. Forms conflict among society’s differing classes.
b. Creates perception that one’s side action is ethical and honorable
compared to others.
c. Exercises our rights to freedom of expression which abides in our
constitution.
d. Stereotyping of all government officials as corrupt.
 Answer Key

Let’s Think First

1. A 6. B
2. B 7. A
3. C 8. B
4. D 9. B
5. A 10. B

Let Me Catch You

Activity 1
1. Answers may vary.
2. Answers may vary.
3. Answers may vary.

Let’s Have a Tour

Activity 2
1.

Standard: Student can evaluate a cartoon/poster for point view using context
3 Student can evaluate the context and provide evidence to accurately
identify the perspective of the artist.
2 Student can identify the perspective of the artist but includes minimal
context and evidence
1 Student attempts to identify the perspective of the artist and address the
context or supporting evidence.
0 Student does not identify the perspective of the artist and needs to
include context and evidence.
2. Answers may vary.
3. Answers may vary.

Let’s Do It
Activity 3
1. Answers may vary.
2. Answers may vary.
3. Answers may vary.
 4. Answers may vary.
5. Answers may vary.

Activity 4
Essay

Very Good Good Poor Needs

(5 points) (4 points) (2 points) Improvement
(0 points
INTRODUCTIO Well- Introductory Introduction Introduction
N developed paragraph does not was not
Background/ introductory contains adequately presented.
Define the paragraph some explain the
Problem contains background background of
detailed information the
background and states problem. The
information, a the problem, problem is
clear but does not stated, but
explanation explain using lacks detail.
or definition details.
of the
problem.

BODY Argument is Argument Argument was Argument

PARAGRAPHS well was presented but was not
Main Argument developed presented lacks presented.
with with some examples.
supporting supporting
examples. examples.
CONCLUSION Conclusion Conclusion Conclusion Conclusion
was was was presented was not
presented. presented but no presented.
Opinions and with some suggestions
suggestions suggestions for change
for change for change and/or
are logical are evident. opinions are
and well included.
thought out.

Let’s Check And Learn

1. A 6. B
2. B 7. A
3. C 8. B
4. D 9. B
5. A 10. B
 References

MIL Curriculum Guide by DepEd

Media and Information Literacy by Boots C. Liquigan, Diwa Learning
Systems Inc.
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/