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(For G11 to G12)

MEDIA AND INFORMATION LITERACY

People Media

Quarter 2 Week 4
ACTIVITY SHEET

Name:___________________________________Year & Section: _________ Score:_______

Teacher:__________________________________________________________Date:_________

Learning Competency
Discuss the implication of media and information to an individual and
the society (MIL11/12IMIL-IVa-1&2).

Objective
At the end of the lesson, the students shall have been able to:
• Understand the concept of people media
• Cite studies to support theories on the positive and negative
effects of media and information on the individual and society;
• Describe the different dimensions of people media; and
• Categorize different examples of people and state reasons for
such categorizations.
Let’s Recall
What can you say about the picture below? What do you think is the
message of the picture?

Let’s Understand
From crude cave paintings to the invention of paper, and now the
modern laptop, our society has developed alongside our technologies.
The invention of the movable printing press which made books and printed
information affordable and accessible, ushered in new technologies that opened
society to the industrial age. Then, came other inventions like the telephone, radio,
camera, film, and television.

Fast forward to our modern world, although we see a decline on the usage of printed
material amongst the younger generation, some adults and educators especially, still
see these as credible and reliable sources of information.
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Indeed, it is in our human nature to

constantly seek out information and
use it to our advantage. What is
more important is to understand
the source of information in terms
of credibility and validity that we
find in media. We need to identify
and understand the critical roles of
the people behind these media
formats, so we can further analyze
how they create their messages.
Realizing that media and
information both have its own
positive and negative effects on us
and our society.
Lesson 1: The Effects of Media and Information on Society
The invention of media technologies as seen in our history has been both
beneficial and detrimental to society. Each modern technology in its infancy had its
fair share of praise, criticisms, and cynicism. In this lesson, we are going to discuss
the positive and negative effects of media, information, and technology on the
individual and society.
Definition of Media Effects
According to James Potter (2012), media effects are better understood, identified,
and appreciated if we look at it in a broader perspective since the influence of media
has a wide range. Though whenever we talk about the effects of media, our first
instinct is to point out the negative things that happen to people who watch too
much “bad” media. Even public surveys show these statistics, and even these
negative connotations are supported by research. One common example is how
people think that the exposure to violence can cause violent behaviors; that watching
and listening to stories that have sexual portrayals result in dangerous sexual
behaviors; and bad language in media leads to abrasive communication.
Issues of Media Effects
Potter outlined eight issues that concern media effects. This can help us further
define these effects.
Timing. This concerns the immediate versus the long term existing exposure to the
media format or message. Sometimes, manifestations of these effects happen
immediately after introduction to the material or it can happen over continuous or
long periods of experience. For example, a child started hitting his sibling after
watching Saturday morning cartoons. Parents would most likely connect this
aggressive action to the TV show their child watched.
Duration. Some media effects only occur for a short span of time whereas some
permanently stay with us.
Valence. This is concerned with the positivity and negativity of the effects of media.
Violent media messages may lead to vehement behavior, while music can shape our
moods and trigger happy emotions. Valence effects of media can also be determined
by the context or situation.
Change. We have this implication that when we talk about effect we often connect it
to the idea of change. But change in behavior can also be manifested through
reinforcement – or the effect can show up as no change. For example, product
commercials do not discourage consumers, who already use their product, to
change their choice but rather reinforce these buying habits by constantly giving
them media messages that encourage buying more of their product.
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Intention. The deliberate input of negative and positive messages of the media
producers can sometimes be evident while for others the media effects are just a
byproduct of its real purpose – which is for entertainment.
Level. This is the range of media effects in the micro to the macro level. Although
most research focuses on the individual, media also exhibits its influence on a
macro-level like institutions, societies, and the public.
Direct and Indirect. This is when media directly influences an individual. For some,
indirect media effects are seen through
organizations or institutions that
hinder or strengthen a certain media
format you are exposed to.
Manifestation. Some media messages
can be easily observed like when a
change in behavior happens after
exposure to a particular
media format. On the other hand,
some forms of media manifestation are
latent. These manifestations are hard
to observe, but this does not mean that
it is not happening.
Media Influence Functions
There are six types of effects of media experience to individuals whose character and
behavior is influenced with such exposure. When an occurrence in any type of effect
happens in a person, we can determine whether or not this was because of media.
We also have to understand that media alone is not the sole reason for this but has
only played a role that brought about that effect. There are four possible ways or
functions that influence and shape the character.

Social Media Influence

With the rise of the new media and multimedia platforms, people are now able to
assume the role of both media producer and consumer. The intersection of
traditional media to new media, such as the evolution of the single-lens reflex (SLR)
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cameras to the digital SLRs, also enabled a faster instantaneous creation and
sharing of information.

The emergence of social networking sites and social media paired with the
penetration of the smartphones in our daily lives, paved the way for most of our
interactions to happen virtually.

The relevance of social media today is recognizable in society. Social media started
out as an answer to our human needs to connect, create, and curate. We sought a
means to create social connections at greater lengths.

Friendster and Multiply are some of the first social networking sites that aimed to
connect common friends and share text and photo memories to each other. The
establishment of professional connections through sites like Linkedin enabled users
to virtually present their skills and capabilities to possible career opportunities and
companies.

The initial purpose of social media to connect has now presented new features like
personal communication and business or customer care. It made great strides in
offering social and government services, educational tools such as Quipper, and has
become a channel for advocacy campaigns that strive for social change.
The Wave Theory
McCann of the UMWW presented this study answering the question most companies
and researches miss. “Why are individuals online?”

We know that the steady growth of social media was because it has constantly
answered our human needs online. The Wave project started out in 2006 to study
and measure the progression and impact of social media worldwide. When we realize
the motivations of individuals and countries for utilizing social networks, we further
understand how social media is used across the world.

The Global Map of Social Needs put the Philippines in between the progression and
recognition quadrant. Majority of the Filipinos use social media to show their
identities and personalities, and use these to succeed.
Lesson 2: Dimensions of People in Media
Almost everyone uses media or a media format, therefore we can consider ourselves
“people in media”. But in terms of media information literacy, it is important for us
to differentiate “people media” and “people in media”. How can we distinctly identify
which one belongs to the other? What dimension of people in media and media
people do we look at? Media messages play an important role in media effects and
information dissemination in society. We can go deeper into analyzing these
meanings if we understand the impact of the people behind these media agencies.
People Media, People IN Media
Individuals who are directly involved in the use, analysis, evaluation, and production
of media and information are called people as media. They themselves are the source
and means of information. Some examples of these are teachers, resource speakers,
and researchers, for they themselves have the information and can process it as
well.
Media Mode of Delivery
Tristan Louis, an internet veteran wrote about how we as a society initially looks at
media. We often talk about the modes of delivery as the center of the discussion. We
zoom in on the television, radio, newspapers, magazines, or the internet as media.
With this point of view, media tends to seem more about the way information is
delivered rather than what the content is. Figuratively, it seems like we give more
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importance to the cover of the book than the actual story inside it. This is how
most media businesses operate.
Media in its simplest definition in communication is a channel, a delivery system
from a source to the receiver – the middle man, a medium, media.
Louis proposes a model and dimensions of media that we can fully see the industry.
It is a way of looking at media messages and the reasons, motivations, and
influencers behind its creation.
Focus: Entertaining to Informative
What does a particular media organization focus on? Are the stories presented by
this certain media organization focused on providing information to raise reader’s
awareness or is the piece written to warm the heart?
Funding: Purchased or Subsidized
How is media financed? Although some media content is being subsidized by the
government, there are some agencies that are funded by commercial sources.
Advertising is the main source of profit for most media agencies. Political parties and
non-government organizations pay media agencies to push their advocacies and
show a particular viewpoint and philosophy to the public. Paid media involved ad
agencies and ad buyers who pay a fair amount to get quality content.
Creation: Mass Generated or Professionalized
This is how media content is generated. Traditionally, a pool of professionals works
together to handle the creation, production, and distribution of media content. This
may take some time and the cost may be expensive. With the introduction of the
internet, distribution costs lessened.

Let’s Apply
DIRECTIONS: Identify what is being describe in each number.

Let’s Analyze
DIRECTIONS: Do what is being ask in the following numbers.
Questions:
1. Give five issues that concerns media effects.
2. Why is there a need for us to analyze media effects using the eight issues
discussed?
3. Give two reasons why information based media content is hard to produce?
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Let’s Evaluate

DIRECTIONS: Write your answer in no more than two sentences.

1. Give examples of how Filipinos use social media for progression and recognition?

2. Cite an example wherein you can use the Media Effects Template.

Let’s Create

DIRECTIONS: Accomplish the GRASP.

Rubrics:

Realistic example - 30%

Presentation - 20%
Justification - 30%
Supporting Details - 20%

References:

▪ Quipper Module