Republic of the Philippines

UNIVERSITY OF ANTIQUE
Sibalom, Antique

COLLEGE OF ARTS AND SCIENCES

Module in COMM 5 ( Communication, Media and Society)

Lesson 1: Communication Media Channels and Platforms

Starting Accurately (Introduction)

In this lesson, you are expected to: (Learning Objectives)

1. Differentiate and discuss the various traditional mass media platforms

2.. Evaluate impact of Media Convergence in communication practice

Inculcating Concepts (Input/Lesson Proper)

Nature of Communication (interpersonal)

1. Communication is purposive.
2. Communication is a dynamic process.
3. Communication is two way.
4. Communication uses language.
5. Communication may be verbal or non-verbal.

Cultural Definition of Communication

Communication is a symbolic process whereby reality is produced, maintained, repaired and

transformed.
James W. Carey ( 1975) Media Theorist

Characteristics of Mass Media

1. It comprises both technical and institutional methods of production and distribution.
2. It involves the commodification of symbolic forms.
3. Its reach is not really hindered by time and space.
4. Its main thrust is information distribution.

Basic Functions of Media

1. To inform
2. To educate
3. To entertain
4. To influence

What is a media platform?

• It is a service, site, or method that delivers media to an audience. Its main function is to deliver a
message but sometimes it also allows feedback, discussion, or sharing.

Scope of media in terms of platform used:

1. print
2. broadcast
3. online

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Mass Media in terms of nature/activities:
1. Journalism
2. Broadcasting
3. Advertising
4. Public relations

Basic Mass Media Platforms

1. Print Media
* newspapers * books
* magazines * flyers
* newsletters * posters
* tabloids * billboards
* pamphlets * wall news

2. Radio
* AM stations
* FM Stations
* AM/FM Stations
* Community Radio

3. Television
* local community stations
* Regional stations
* National commercial stations
* Government Stations
* Cable TV stations

4. Online
* e-newspaper * blogs
* e-magazines * vlogs
* e-journals * websites
* e-books *online portals
* podcasts
* social media platforms

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 What is “new media”?

• According to the ‘New Media Institute’, the term new media is a catch-all term used to define all that
related to the internet and the interplay between technology, images and sound. In fact, the definition
of new media changes daily and will continue to do so. New media evolves continuously.
• New media can also be characterized by the variegated use of images, words and sounds. These
networks of images, sounds and text data are different from old media formats such as hard copy
newspapers.

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What is media convergence?

• Media convergence is the merging of mass communication outlets – print, television, radio, the
Internet along with portable and interactive technologies through various digital media
platforms.
• Media convergence is the blending of multiple media forms into one platform for purposes of
delivering a dynamic experience.
• Technologically rich societies have entered the digital age, and media industries are grappling
with new opportunities – and threats – afforded by what is called “convergence”. Media people
tend to get very excited about convergence, because it holds so much promise. The melding
together of different media, incorporating new personalized services is both impressive and
overwhelming.

Forms of Convergence

1. Technological convergence - is a term that describes the layers of abstraction that enable different
technologies to interoperate efficiently as a converged system.

2. Regulatory convergence - is the use of regulatory strategies to avoid media monopoly

3. Media industry convergence - normally involves horizontal and vertical integrations; advocates
synergy for business operations.
• Media convergence has two roles, the first is the technological merging of different media
channels – for example, magazines, radio programs, TV shows, and movies, now are
available on the Internet through laptops, iPads, and smartphones
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 4. Convergence culture – involves cross-media experience & consumption of cultural goods, the
emergence of participatory media culture and practice of using collective intelligence. This type of
convergence is reflected in ‘produsage’ ( product + usage), creating products for consumer usage.

• Cultural convergence is the theory that two cultures will be more and more like each other
as their interactions increase. Basically, the more that cultures interact, the more that their
values, ideologies, behaviors, arts, and customs will start to reflect each other.

Using/Applying Knowledge (Application)

Aside from Facebook, what do you think is a media platform ( traditional or new) that has really
shaped the lives of people or has really made an impact on the lives of people? Why do you say so? Share
your answer as a comment in the post in the FB group.

Evaluating Understanding (Assessment)

Read more about the concept of convergence. Then, share your thoughts about the features
/merits/effects/impact/downside of ‘media convergence’ in a 200-word essay. You are free to choose whether
it will be informative, descriptive, explanatory or argumentative.