LESSON 3.

TYPES OF MEDIA
Most Essential Learning Competencies:
▪ Compare and contrast how one particular issue or news is presented through the different
types of media (print, broadcast, online

MEDIA

• Media is the term we use to refer to different types of media that provide us with important
information and knowledge.
• Media has always been part of our society, even when people used paintings and writings to
share information.
• People came up with different modes to provide news to the public.
• Based on the type of medium, their role may be different, but they all exist to communicate
to the audience and affect their perceptions.

PRINT MEDIA

Oldest type of media

media consisting of paper and ink, reproduced in a printing process that is traditionally
mechanical.
For the generations of the 80s and 90s, print media was the only media of entertain.
People relied on newspapers and magazines to learn everything, from recipes and
entertainment news to important information about the country or the world.
Print media includes:
✓ Newspapers
▪ Printed and distributed on a daily or weekly basis.
▪ They include news related to sports, politics, technology, science, local news, national
news, international news, birth notices, as well as entertainment news related to
fashion, celebrities, and movies.
✓ Magazines
▪ Printed on a weekly, monthly, quarterly, or annual basis.
▪ It contains information about finance, food, lifestyle, fashion, sports, etc.
✓ Books
▪ Focused on a particular topic or subject, giving the reader a chance to spread their
knowledge about their favorite topic.
✓ Banners
▪ Used to advertise a company’s services and products, hung on easily-noticed sights
to attract people’s attention.
✓ Billboards
▪ Huge advertisements created with the help of computers. Their goal is to attract people
passing by.
✓ Brochures
▪ A type of booklet that includes everything about one company – its products, services,
terms and conditions, contact details, address, etc. They are either distributed with the
newspapers, or hand over to people.
✓ Flyers
▪ Used mostly by small companies due to the low cost of advertising.
▪ They contain the basic information about a company, their name, logo, service or
product, and contact information, and they are distributed in public areas.

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BROADCAST MEDIA

Media such as radio and television that reach target audiences using airwaves as the
transmission medium.
Technically, the term ‘broadcast media’ can include the internet as well and even such things
as Bluetooth marketing and other forms of location-based transmissions.
This means to communicate or transmit a signal, a message, or content, such as audio or
video programming, to numerous recipients simultaneously over a communication network.

FILM/ CINEMA

The Term ‘Film’ is commonly applied to movies of an artistic or educational nature and is not
expected to have broad, commercial appeal.
According to Wikipedia, a film is created by photographing actual scenes with a motion picture
camera; by photographing drawings or miniature models using traditional animation
techniques; by means of computer animation; or by a combination of some or all of these
techniques and other visual effects.
It is a series of images, which when displayed on screen, create an illusion of moving images
by the phi phenomenon.
VIDEO GAMES/ DIGITAL GAMES

Any of various interactive games played using a specialized electronic gaming device or a
computer or mobile device and a television or other display screen, along with a means to
control graphic images.
NEW MEDIA

Defines “new media” as “forms of communicating in the digital world, which includes
publishing most significantly, over the Internet.
Content organized and distributed on digital platforms.
It implies that the user obtains the material via desktop and laptop computers, smartphones,
and tablets.
Every company in the developed world is involved with new media.
MEDIA CONVERGENCE

the merging of previously distinct media technologies and media forms due to digitization and
computer networking
an economic strategy in which the media properties owned by communications companies
employ digitization and computer networking to work together
The co-existence of traditional and new media.
The co-existence of print media, broadcast media (radio and television), the Internet, mobile
phones, as well as others, allowing media content to flow across various platforms.
The ability to transform different kinds of media into digital code, which is then accessible by
a range of devices (ex. from the personal computer to the mobile phone), thus creating a
digital communication environment.

MASS MEDIA
Refers to the various ways, especially television, radio, newspapers, and magazines, by
which information and news are given to large numbers of people.

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MEDIA EFFECTS
Are the intended or unintended consequences of what the mass media does?(Denis McQuail,
2010)

Third-party Theory - People think they are more immune to media influence than others.
Behavioral hypothesis predicts that third-person perception (i.e., seeing others as more
influenced) will lead to support for restrictions on media messages.
Reciprocal Effect - When a person or event gets media attention, it influences the way the
person acts or the way the event functions.
Boomerang Effect - Refers to media-induced change that is counter to the desired change.
Cultivation Theory (George Gerbner) - It state 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.
Agenda-setting Theory (Lippmann/ McCombs and Shaw) - Process whereby the mass
media determine what we think and worry about.
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.
Be Aware of Propaganda
Propaganda manipulates and diverts you from logical analysis of issues.
Propaganda hides the truth.
By understanding propaganda, you will be able to protect yourself from deceitful tactics.
How to Spot a Propaganda
Distorts and oversimplify evidence
Shows internal inconsistency after examining facts.

References:
• Celomar, Pacquiao. Media and Information Literacy Quarter 1-Module 2: Media Department
• Teaching Guide for Senior High School Media and Information Literacy by CHED in collaboration with the PNU

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