PEOPLE MEDIA

Discuss how traditional media has affected Filipinos in the past, throughout the different eras.

a. Pre-Spanish Era – knowledge was passed on through folk media and indigenous forms of

media.

Careers: Town crier, messenger, community scribe.

b. Spanish Era – while education was limited to the elite, publication of books (i.e., Noli Me

Tangere and El Filibusterismo) and newspapers (La Solidaridad) advanced the Propaganda

movement which led to the people’s revolution against Spanish rule. Filipinos at that time did

not have a common language. Only the elite spoke and understood Spanish. Thus,

communication was limited. Pen names were used to avoid political oppression.

Careers: book writers, newspaper writer, editor, publisher, copyreader, artist

c. American and Japanese Era - During this era, major newspaper (i.e. Manila Times and Manila

Bulletin), radio broadcasting and movies became available. Media was used for propaganda by

government and other groups.

Careers: book writers, newspaper writer, editor, publisher, copyreader, artist, cartoonist, reporter,

producer, broadcaster.

d. Post-war Era – the golden age of Philippine Journalism. Advertising, Communication Education,

and press freedom flourished in this era.

Careers: book writers, newspaper writer, editor, publisher, copyreader, artist, cartoonist, reporter,

producer, media technicians, advertisers.

e. Martial Law Era - Highlights of this era include the government takeover of media and the press

and the image engineering of the Marcoses in the name of nationalism.

f. Post-EDSA Era - People Power brought greater freedom for Philippine media. During this era,

the new Constitution recognized the vital role of communication and information in nation building. Press freedom
influenced the growth in media careers.

g. Modern Era – Careers: web designer, online instructors, digital producers, bloggers, animators, programmer, archivist,
metadata analyst, data miner, user experience designer, call center agents, virtual assistants.
PEOPLE MEDIA
People as media - Individuals serve as channels of information. Traditionally, this is limited to

folk media, writing, or creating a media artefact. With the advent of social media, individuals

have been empowered to not just create media artefacts but to give feedback, edit and add on

to the media artefact.

Characteristics of social media

• Individualized, builds profiles (includes personal details, pictures, likes)

• Connects with friends and people (includes referrals by other friends or by the site itself)

• Uploads content in real time

• Enables conversations (both private and public)

• Provides tracking (history and threads)

c. Formats and examples of social media

• Relationship or Social networks - Facebook

• Micro-blogging - Twitter, Instagram

• Special interest networks -Linkedin, Pinterest

• Media Sharing - YouTube, Flickr

• Collaborative news -Reddit, Waze,

• Discussion Forums - Google Groups

• Group buying/merchant sites - OLX, Groupon, Dealgrocer

• Virtual worlds - Farmville, World of Warcraft, Secondlife, Minecraft

Advantages and Limitations of Using Social Media

Text Media and Information
 Text – a simple and flexible format of presenting information or conveying ideas whether hand-written,
printed or displayed on-screen.
 Text is very powerful as well in disseminating information, providing direction and giving
suggestions.
 Text is available in different sources whether it is formal (news articles, published books,
newspapers, magazines, advertisements, research works, etc.) or informal (blogs, personal e-mails,
SMS or text messages, online messengers, social media platforms, etc).
 Formal text-based materials are created and distributed by established institutions (such as
publishing companies, news agencies, etc.) and go through a rigorous process of editing or
evaluation and are usually governed by censorship of the state.
 Informal text-based materials, on the other hand, come from personal opinions or views on
different issues, processes, etc.
 Text can be as short such as a single sentence or phrase, or they can be as lengthy as news articles
or investigative reporting. No matter how brief or lengthy, however, a text is always carefully written
with the intent of sending a very specific message to the target audience.
 In our exposure to text media and information, we can either be a consumer or a producer of content. As a consumer, these are the
questions that you need to ask with regards to the content of text media and information:
• Who or what institution is sending this message?
• What techniques are used to attract and hold attention?
• What is the language used by the writer?
• What views are represented? Are they balanced?
• How might the message be interpreted in different ways?
• What is omitted, slurred or added in the message?

 As a producer of text media and information, we need to review the media and
information design framework: target audience, author or sender, key content,
purpose, form/style and format.

Text as visual
a. Typeface (also called font, font type, or type) refers to the representation or style of a
text in the digital format.
b. A typeface is usually comprised of alphabets, numbers, punctuation marks, symbols
and other special characters. When fonts are installed in the computer, they usually
come in file formats such as True Type Font (.ttf), Open Type Font (.otf), etc.
c. In the absence of images or drawings, text is the easiest way of communicating to your
audience. The use of various font types can express different emotions or meaning

Types of Typefaces:
 Serif - connotes formality and readability in large amount of texts. This font is usually used for the body text of
books, newspapers, magazines and research publication. Also, serif fonts give a classic or elegant look when
used for title or heading.
Examples: Times New Roman, Garamond, Baskerville
 Sans serif - brings a clean or minimalist look to the text. This font is used for clear and direct meaning of text
such as road signage, building directory or nutrition facts in food packages. Also, sans serif fonts give a
modern look and is used primarily in webpage design.
Examples: Arial, Helvetica, Tahoma, Verdana, Calibri
 Slab serif- carries a solid or heavy look to text. This font can be used for large advertising sign on billboards.
Examples: Rockwell, Playbill, Blackoak
 Script- draws much attention to itself because of its brush-like strokes. This must be used sparingly and not to
be used in large body text. This font is usually used in wedding invitation cards or other formal events.
Examples: Edwardian, Vladimir, Kunstler
 Display or decorative- caters to a wide variety of emotions (such as celebration, fear, horror, etc.) or theme themes (such as cowboys,
circus, holidays, summer, kiddie, etc.) Examples: Chiller, Jokerman, Curlz MT 1
Text Media and Information
Design principles and elements – the principles in designing text elements are Emphasis, Appropriateness, Proximity,
Alignment,

Organization, Repetition and Contrast.

1. Emphasis - refers to the importance or value given to a part of the text-based content. When trying to make a point or
highlighting a
message, you can make the text bold, italicized, have a heavier weight, darkened or lightened (depending on your
background color) or
enlarged.
2. Appropriateness - refers to how fitting or suitable the text is used for a specific audience, purpose or event. In the
creation of text-based
content, make sure that the selection criteria (tone, style, purpose, clarity) is followed. As for the choice of typefaces to
be used, refer to the
discussion of the characteristics of the fonts. When it comes to large body text, the font should be clear enough to read.
3. Proximity - refers to how near or how far are the text elements from each other. When two things are closely related,
we bring them close
together. Otherwise, we put text elements far from each other. For example, the main title and subtitle are usually
placed close to each
other.
4. Alignment - refers to how the text is positioned in the page. This can be left, right,
center or justified.
5. Organization - refers to a conscious effort to organize the different text elementsin a page. Organization ensures that
while some text elements are separatedfrom each other (based on the principle of proximity), they are still somehow
connected with the rest of the elements in the page.
6. Repetition- concerns consistency of elements and the unity of the entire design.Repetition encourages the use of
repeating some typefaces within the page.When several typefaces are used on a page, it might distract the audience and
fail to communicate what you want them to get from the content.

7. Contrast- creates visual interest to text elements.

Contrast is achieved when twoelements are different from each other. When you place a white text on a very light
yellow background, contrast is not achieved and the text will be difficult to read, but when you put a white text on a dark
brown background, contrast is created. Contrast can be achieved in various ways, by joining the following elements: large
font with a small font, serif and sans serif, thin elements with thin elements, cool color and warm color.
Visual Information and Media (Lec)

1. Visual media and information – materials, programs, applications and the like that teachers and students use to

formulate new information to aid learning through the use, analysis, evaluation and production of visual images.

2. Types of visual media – photography, video, screenshots, infographics, data visualization (charts and graphs),

comic strips/cartoons, memes, visual note-taking, etc (Give examples of each type and highlight special

characteristics of a given type and its application).

3. Formally and informally produced visual media – visual media produced by formal organizations such as

schools, government, and established media/publishing outfits are considered formally produced. Other visual

media are considered informally produced.

4. Purpose of visual information – the primary purpose of visual information is to gain attention, create meaning,

and facilitate retention. (Show at least one example for each purpose and ask learners their reactions or responses

to each one).

5. Visual design elements - the building blocks or basic units in the construction of a visual image. (Show visual

media and information that incorporates most of the design elements. Point out why these elements are

important).

The Design Elements are:

a. Line – describes a shape or outline. It can create texture and can be thick or thin. Lines may be actual,
implied, vertical, horizontal, diagonal, or contour lines.
b. Shape – usually a geometric area that stands out from the space next to or around it, or because of
differences in value, color, or texture. Shape may also be organic.
c. Value – the degree of light and dark in a design. It is the contrast between black and white and all the tones in
between. Value can be used with color as well as black and white. Contrast is the extreme changes between
values.
d. Texture – the way a surface feels or is perceived to feel. Texture can be added to attract or repel interest to a
visual element. Visual texture is the illusion of the surfaces peaks and valleys, resulting in a feeling of
smoothness or roughness in objects.
e. Color – determined by its hue (name of color), intensity (purity of the hue), and value (lightness or darkness of
hue). Color and color combination can play a large role in the design. Color may be used for emphasis, or
may elicit emotions from viewers. Color maybe warm, cool, or neutral. It plays a major role in our visual
perception, as it influences our reactions about the world around us. It is therefore important to create color
palettes that evoke the appropriate audience reactions. Color has three properties.
f. Form – a figure having volume and thickness. An illusion of a 3-dimensional object can be implied with the
use of light and shading. Form can be viewed from many angles.
Audio Information and Media

Types and Categories of Audio Information

a. Radio broadcast - live or recorded audio sent through radio waves to reach a wide audience.
b. Music - vocal and/or instrumental sounds combined in such a way as to produce beauty of form,
harmony, and expression of emotion. It is composed and performed for many purposes, ranging from
aesthetic pleasure, religious or ceremonial purposes, or as an entertainment product.
c. Sound recording - recording of an interview, meeting, or any sound from the environment.
d. Sound clips/effects - any sound, other than music or speech, artificially reproduced to create an effect
in a dramatic presentation, as the sound of a storm or a creaking door.
e. Audio Podcast - a digital audio or video file or recording, usually part of a themed series, that can be
downloaded from a website to a media player or computer.

Different ways of storing audio media:

a. Tape - magnetic tape on which sound can be recorded.
b. CD - a plastic-fabricated, circular medium for recording, storing, and playing back audio, video, and
computer data.
c. USB drive - an external flash drive, small enough to carry on a key ring, that can be used with any
computer that has a USB port.
d. Memory Card - (aka flash memory card or storage card) is a small storage medium used to store data
such as text, pictures, audio, and video, for use on small, portable, or remote computing devices.
e. Computer hard drive - secondary storage devices for storing audio files.
f. Internet/Cloud - websites or file repositories for retrieving audio files, and more precisely the files are
stored in some datacenter full of servers that is connected to the Internet.

The different audio file formats:

a. MP3 (MPEG Audio Layer 3) - a common format for consumer audio, as well as a standard of digital
audio compression for the transfer and playback of music on most digital audio players.
b. M4A/AAC (MPEG-4 Audio/Advanced Audio Coding) - an audio coding standard for lossy digital
audio compression. Designed to be the successor of the MP3 format, AAC generally achieves better
sound quality than MP3 at similar bit rates.
c. WAV - is a Microsoft audio file format standard for storing an audio bitstream on PCs. It has become
a standard file format for game sounds, among others.
d. WMA (Windows Media Audio) - is an audio data compression technology developed by Microsoft and used with
Windows Media Player.
Audio Information and Media

Sound Characteristics and Purposes

The elements and principles of sound design.

a. Elements of Sound Design – the objects or things that we have to work with:
• Dialogue - speech, conversation, voice-over.
• Sound Effects - any sound other than music or dialogue.
• Music - vocal or instrumental sounds (or both) combined in
such a way as to produce beauty of form, harmony, and
expression of emotion.
• Silence - absence of audio or sound.
b. Principles of Sound Design – the techniques for combining the
different elements or objects.
• Mixing - the combination, balance and control of multiple
sound elements.
• Pace - Time control. Editing. Order of events: linear, non-linear,
or multi-linear.
• Transitions - How you get from one segment or element to
another. Types of transitions:
- Segue - one element stops, the next begins ("cut" in film).
- Cross-fade - one element fades out, the next fades in, and
they overlap on the way.
- V-Fade - First element fades to inaudible before the second
element begins.
- Fade to Black - V-Fade with some silence between elements.
- Waterfall - As first element fades out, the second element
begins at full volume. Better for voice transitions, than for
effects.
• Stereo Imaging - Using left and right channel for depth.