People Media

information as
accurate and reliable
as possible.

What is the commonality?

A. PEOPLE AS MEDIA

1. Opinion Leader
s
a
P
d
M
lin
p
o
e Lesson # 1
People Media

• Refers to persons that are involved in the use, analysis, evaluation and production of media and
information.
• The best example is a teacher inside the classroom. Source: MIL Curriculum Guide

Types of People Media

People who are well-

oriented to media
sources and messages
and able to provide
Media practitioners
who provide
information coming
from their expert
knowledge or first-
hand experience of
event.

• Both are people media which means they are involved in the use, analysis, evaluation and production
of media and information.
• Both are people who provide information.
What are the differences?
• People in Media are media practitioners which means they are media related professionals while people
as media are not media practitioners but rather media users.

 Is a leader for a certain group who gives details and information to lesser active persons in the


group. In office, the managing director is an opinion leader and in public, a political leader is an
opinion leader. They interpret the information to their own group. But one thing the Opinion
leader is a leader only for their own group not for all.
Source: http://communicationtheory.org/two-step-flow-theory-2/

The two-step flow of communication hypothesis was first introduced by Paul Lazarsfeld, Bernard
Berelson, and Hazel Gaudet in The People's Choice, a 1944 study focused on the process of
decision-making during a Presidential election campaign.
Source: http://study.com/academy/lesson/two-step-flow-communication-model.html
communication model.
 What Are the Two Steps?
 In the first step, a mass-media message is sent to those who pay close attention to it. These
avid media audiences are the opinion leaders. They receive the media's messages about the
topic. But, like all communication, the messages from the mass media are open to multiple
interpretations, and the opinion leaders form their own judgments about the information the
media provides.
 In the second step, the opinion leaders spread their own interpretations of the media content to
those around them - friends, family, co-workers, and anyone else willing to listen. While the
original theory (formulated in 1944) talked mostly about word-of-mouth conversations between
opinion leaders and other members of the public, today these conversations can also happen
among friends and followers on social media platforms like Facebook, Twitter, and Instagram.
These opinion leaders then use their own personal influence to try to sway those around them
to their interpretation of the broadcast. The opinion leaders tend to have influence among those
they try to persuade, because they communicate on a personal level with others, and because
people tend to be friends with those who are similar to them.
Source: http://communicationtheory.org/two-step-flow-theory-2/

2. Citizen Journalism
What Is Citizen Journalism?
 The idea behind citizen journalism is that people without professional journalism training can
use the tools of modern technology and the global distribution of the Internet to create,
augment or fact-check media on their own or in collaboration with others. For example, you
might write about a city council meeting on your blog or in an online forum. Or you could fact-
check a newspaper article from the mainstream media and point out factual errors or bias on
your blog. Or you might snap a digital photo of a newsworthy event happening in your town
and post it online. Or you might videotape a similar event and post it on a site such as
YouTube.
 All these might be considered acts of journalism, even if they don’t go beyond simple
observation at the scene of an important event. Because of the wide dispersion of so many
excellent tools for capturing live events — from tiny digital cameras to videophones — the
average citizen can now make news and distribute it globally, an act that was once the province
of established journalists and media companies.

3. Social Journalism
 Journalists are using social media to make their content available to more people.
 People no longer seek out news. Instead, it often comes to them through social networks.
Journalism and information in general is all becoming more social, and this trend will only
continue. So, it’s important for people in the media to think about how to make their content
social and how to use their social networks to their advantage.

Journalist- a person who writes news stories or articles for a newspaper or magazine or
broadcasts them on radio or television
(http://dictionary.cambridge.org/dictionary/english/journalist)
Journalism- the work of collecting, writing, and publishing news stories and articles in
newspapers and magazines or broadcasting them on the radio and television

4. Crowdsourcing

 The practice of obtaining needed services, ideas, or content by soliciting contributions from a
large group of people and especially from the online community rather than from traditional
employees or suppliers.
  Crowdsourcing is the process of getting work or funding, usually online, from a crowd of
people. The word is a combination of the words 'crowd' and 'outsourcing'. The idea is to take
work and outsource it to a crowd of workers.

Famous Example:

 TripAdvisor – relies on the opinions and reviews of its members to provide information to
people interested in a flight, trip or vacation. With over 40 million reviews, it has become the
first port of call for many travelers
 Waze - One of the most successful crowd-powered start-ups is Waze. It’s an app that allows
users to report traffic jams and automatically gives directions for the best route to take. Waze
crowd sources information by measuring drivers speed to determine traffic jams and by asking
users to report road closures.It’s a great app that proves a dedicated crowd is sometimes all a
company needs. It also attracted some big-name investors and suitors.
 Wikipedia - Instead of Wikipedia creating an encyclopedia on their own, hiring writers and
editors, they gave a crowd the ability to create the information on their own. The result? The
most comprehensive encyclopedia this world has ever seen.

Crowdsourcing & Quality:

 The principle of crowdsourcing is that more heads are better than one. By canvassing a large
crowd of people for ideas, skills, or participation, the quality of content and idea generation will
be superior.

Pros & Cons

 Crowdsourcing’s biggest benefit is the ability to receive better quality results, since several
people offer their best ideas, skills, & support. Crowdsourcing allows you to select the best
result from a sea of ‘best entries,’ as opposed to receiving the best entry from a single provider.
Results can be delivered much quicker than traditional methods, since crowdsourcing is a form
of freelancing. You can get a finished video within a month, a finished design or idea within a
week, and microtasks appear within minutes.
 Clear instructions are essential in crowdsourcing. You could potentially be searching through
thousands of possible ideas, which can be painstaking, or even complicated, if the instructions
are not clearly understood. Some forms of crowdsourcing do involve spec work, which some
people are against. Quality can be difficult to judge if proper expectations are not clearly stated.

B. PEOPLE IN MEDIA

 media practitioners
 provide information coming from their expert knowledge or first- hand experience of events

Types of Journalist by Medium

Some journalists define themselves by the way they tell their stories. They may not stick to one
particular area of the news, instead covering lots of different topics, but generally using the same
medium.

1. Print Journalism
 Print journalists usually report for newspapers or magazines. They may be full-time
reporters for one particular publication or freelance writers who contribute to a variety of
different publications. Oftentimes a print journalist will be paired with a photojournalist who
will take pictures to complement the written story.
 2. Photojournalism
 Photojournalists are different from traditional photographers in that they are more
interested in capturing images that tell a story than ones that just look nice.
Photojournalists are generally highly-trained photographers who may have worked in a
traditional photography medium like wedding photography before transitioning into
journalism.

3. Broadcast Journalism
 Broadcast journalism encompasses both television and radio news. There are two ways that
journalists can be involved in broadcast journalism: behind the scenes or on the air.
Journalists working behind the scenes do a lot of research and reporting, but their faces or
voices will not be broadcast. Journalists who work on the air may do their own reporting or
read stories crafted by their colleagues.

4. Multimedia Journalism
 This is the newest field of journalism and also the fastest-growing. Multimedia journalism
can encompass all the fields listed above because a web page can have a written story, still
photos, video, and audio. Multimedia journalists are encouraged to have a wide set of
storytelling abilities, as well as highly defined technical skills.

5. Types By Message
 Some journalists define themselves not by the medium that they use to tell their stories but
the kind of stories they tell. Oftentimes journalists are assigned 'beats,' particular topics that
they will cover exclusively. These journalists have the opportunity to develop a high level of
expertise in their beats and develop valuable contacts in the field. Some popular beats
include:
Sports
Business
Politics
Arts and culture
Education
Crime

Journalists work in many areas of life, finding and presenting information. However, for the purposes
of this manual we define journalists principally as men and women who present that information as
news to the audiences of newspapers, magazines, radio or television stations or the Internet.

What do journalists do?

Within these different media, there are specialist tasks for journalists. In large organizations, the
journalists may specialize in only one task. In small organizations, each journalist may have to do many
different tasks. Here are some of the jobs journalists do:

 Reporters gather information and present it in a written or spoken form in news stories,
feature articles or documentaries. Reporters may work on the staff of news organizations,
but may also work freelance, writing stories for whoever pays them.
 General reporters cover all sorts of news stories, but some journalists specialize in certain
areas such as reporting sport, politics or agriculture.
 Sub-editors take the stories written by reporters and put them into a form which suits the
special needs of their particular newspaper, magazine, bulletin or web page. Sub-editors do
not usually gather information themselves. Their job is to concentrate on how the story can
best be presented to their audience. They are often called subs. The person in charge of
them is called the chief sub-editor, usually shortened to chief sub.
 Photojournalists use photographs to tell the news. .i.photojournalists;They either cover
events with a reporter, taking photographs to illustrate the written story, or attend news
events on their own, presenting both the pictures and a story or caption.
 The editor is usually the person who makes the final decision about what is included in the
newspaper, magazine or news bulletins. He or she is responsible for all the content and all
the journalists. Editors may have deputies and assistants to help them.
 The news editor is the person in charge of the news journalists. In small organizations,
the news editor may make all the decisions about what stories to cover and who will do the
work. In larger organizations, the news editor may have a deputy, often called the chief of
staff, whose special job is to assign reporters to the stories selected.
 Feature writers work for newspapers and magazines, writing longer stories which usually
give background to the news. In small organizations the reporters themselves will write
feature articles. The person in charge of features is usually called the features editor. Larger
radio or television stations may have specialist staff producing current affairs programs - the
broadcasting equivalent of the feature article. The person in charge of producing a
particular current affairs program is usually called the producer and the person in charge of
all the programs in that series is called the executive producer or EP.
 Specialist writers may be employed to produce personal commentary columns or reviews
of things such as books, films, art or performances. They are usually selected for their
knowledge about certain subjects or their ability to write well. Again, small organizations
may use general reporters for some or all of these tasks.
 There are many other jobs which can be done by journalists. It is a career with many
opportunities.