MIL PEOPLE AND MEDIA

What’s In

To become a media literate is not to memorize facts or statistics about the

media but rather to learn, to raise the right questions about what you are watching,
reading, or listening to and to be information literate. A person must be able to
recognize when information is needed and have the ability to locate and evaluate.

In this lesson, you will describe the different dimensions of people as media and
categorize the different examples of people in media. According to B. Liquigan,
“messages shape the way you think and behave so you should be aware of the extent
of the influence of this messages and the covert/subtle ways that they influence
you”. He also added that media technologies are merely inanimate objects that will
only function when controlled by human beings. So essentially, humans are the
sources of information that are only relayed through these technologies.

What’s New

Activity 1: Categorize Me
Instructions: Copy the table below in your worksheet or notebook, and put a
check mark ( ) on the cell to which you believe the item may be appropriately
categorized.
People as Media People in Media
1. Independent Blogger
2. Television Producer
3. Film Director
4. Print Journalist
5. University Professor
6. Business Analyst
7. Magazine Publisher
8. Radio Jockey
 9. Online Marketer
10. Advertiser

What is It

PEOPLE AND MEDIA

The People Media refers to persons that are involved in the use, analysis, evaluation
and production of media and information (Source: DepEd MIL Curriculum Guide).

The Effects of Media

In media education, the three main paradigm on effects are:

1. Powerful and direct effects - The most classic and debunked theory in
direct effect is magic-bullet or hypodermic needle theory which states that
media is capable of greatly influencing the attitude and behaviors of these
audiences without even realizing it. Audiences are considered automations
and are at the mercy of media.

2. Limited Effect – Limited effects paradigm, believes that you are highly
capable of discerning propaganda and that media has limited capacity to
persuade you.

3. Moderate Effect – Moderate effects paradigm is reconciliatory and is mid-

way between the two. Audiences are not passive and are capable of creating
meaningful experience. This paradigm acknowledges that “media effects can
occur over longer period of time.

PEOPLE AS MEDIA

These are individuals who serve as channels of information dissemination. Before,

they make use of writing essays, literature and news to create artefacts. But with
the advent of technology and social media, people are now empowered to not just
produce artefacts but also evaluate, analyze, edit and give feedback to media
artefacts.

1. Opinion Leaders
 You are considered Opinion Leaders when you are highly exposed to and
activity using media. They are the source of viable interpretation of messages for
lower-end media users and often times the opinions are accepted by a group.

The Two-step Flow Communication Model (1944)

As you can remember, a theory

is a possible explanation for an
event or a phenomenon. The
two-step flow theory explains
the role of opinion leaders in
developing consciousness
among lower-end users of
media. The proponents of the
theory are Paul Lazarsfeld and
Elihu Katz.

Variations of the theory have

been developed by
other scholars such as Robert
Merton, C. Wright Mills, and
Bernard Berelson. The two-step
theory is alternatively known
as the diffusion of
Photo Credit: innovation theory because
https://study.com/academy/lesson/two-stepflow- innovative ideas are diffused or
communication-model.html transferred to media users
through opinion leaders.

Katz identified the following reasons as to why opinion leaders are more influential
than the media themselves:

a. They are seen as trustworthy and non-purposive.

b. They have a more changing or determining role in an individual’s
opinion or action.

You become an effective opinion leader when you are able to influence your
followers to produce educated opinions and make informed choices.
2. Citizen Journalism

These are People without

professional journalism training can
use the tools of modern technology and
internet to create, augment or fact-
check media on their own or in
collaboration with others.

"Citizen Journalism also

known as “public,” “participatory,”
“democratic,” "guerrilla,” or “street”
journalism, citizen journalism occurs
when members of reportage, analysis, Photo Credit:
and dissemination of news and https://i0.wp.com/newsliteracymatters.com/f
information go other citizens iles/2019/09/rudy.jpg?w=1000&ssl=1
(mashable.com).
Citizen journalism refers to any type of news gathering and reporting -- writing and
publishing articles about a newsworthy topic, or posting photographs or video of a
newsworthy event -- that is done by members of the general public rather than the
professional news agencies commonly referred to as "mainstream media."

Before the public become active participants in the collection, the Internet, only
professional journalists had access to the technology and organizational
infrastructure to publish their work to a large audience. If the average citizen
wanted to contribute to the news cycle, he or she could write a letter to the editor
or circulate a homemade newspaper or "zine" through the mail. But today, armed
with a PC and a high-speed Internet connection, absolutely anyone can share
newsworthy information and opinions with a worldwide audience.

Ordinary citizen like you become people media in your own rights because you
perform the same functions professional journalist do. Most people consider citizen
journalism as “a specific form of both citizen media and user generated content.

3. Social Journalism

Here the journalists are using social media to make their content available to more
people.
 Even though recreational social
media usage may be on the decline in
some ways, more
"functional" uses of social media, and
its purposes, are on the rise through
the use of "social journalism."

The current state of journalism

looks quite differently than it did just
years ago, and the creation of social
media sites has evolved the field of
journalism even further, giving the
average person the power to make
and report the news like never before.
We get our news instantly now, and
most of that news comes via social
media sites like Twitter and
Photo Credit: Facebook.
https://www.cision.com/content/dam/cision
/Resources/white- With the rise of social media as a
papers/WP_Social_Journalism_Report_3.png means to obtain and share news and
information has also come the
emergence of social news networks.

Social news networks are online publications that work as a community of

writers and editors that choose what news is, and what's not.
Described as a sort of "news bank," social news websites like Reddit and Digg
allow users to submit news stories, articles, pictures and videos to share with other
users. Editors then determine the items to be featured. For contributing writers,
these publications are excellent ways to get noticed, and for editors, it's a great way
to experience more journalistic freedom and possibly make an impact on the larger
news media circuit. And many of these stories go viral, bringing a few minutes of
fame to potentially unknown writers or publications.

4. Crowdsourcing

Photo Credit:
 https://images.glaciermedia.ca/polopoly_fs/1.23 The Crowdsourcing is
187120.1519827191!/fileImage/httpImage/imag the practice of obtaining needed
e.png_gen/derivatives/landscape_804/4hth4.png services, ideas, or content by
soliciting contributions from a large group of people and especially
from the online community. (Source: http://www.merriam-
websters.com/dictionary/
crowdsourcing)

This is when a group of people or a crowd is solicited for information by

certain entities or institutions. It is also called collective mobilization

Example of Crowdsourcing:

1. Trip Advisor (https://www.tripadvisor.com) Tripadvisor,

Inc. a company
founded by Stephen
Kaufer, it’s an
American online travel
company that operates
a website and mobile
app with user-
generated content and
a
comparison shopping
website. It is the world's
largest travel site*,
enabling travelers to plan
and have the perfect trip. Photo Credit:
The sites operate in 30 https://1000logos.net/wpcontent/uploads/2019/06/TripAdvisor-
countries worldwide, Logo.png
including
China under daodao.com

2. Waze (http://www.waze.com)

Waze is a
community-driven GPS
and navigational app that
guides you through the
shortest route possible
while driving. It works on a
smartphone and can help
you find directions and
avoid traffic jams. It
provides real-time
directions that are
adjusted on-the-fly to
account for various types
of potential obstacles.
Developed by: Google ,
Original author(s): Waze
Mobile, Available in: 50
languages, License: Photo Credit:
Commercial proprietary https://upload.wikimedia.org/wikipedia/commons/f/fc/
software Logo_waze.png

3. Wikis

Wikis are applications allowing several people to collaborate, modify, extend, or

delete the contents or structure of a particular page devoted to a topic or content.
Unlike blogs, a wiki has no defined writer or author and has “little implicit structure,
allowing structure to emerge according to the needs of the users.
The most popular example of a wiki
is the online encyclopedia Wikipedia.
There are other wikis devoted to
certain thematic interest of niche
users or audience.

Photo Credit: Wikipedia

PEOPLE IN MEDIA

These people are media practitioners, they provide information coming from their
expert knowledge or first-hand experience of events.
 These are people who manipulate behind the lens and pen. They use Text, Audio,
Visual, and Multimedia, to spread information and messages for the public. People
in media are those involved in the media forms that they are primarily engage in –
print, broadcast, film, new media, and gaming.

Types of Journalist by Medium: (People in Media)

1. Print Journalists – These are people who underwent training in journalism

writing. Equipped with the fundamental and significant knowledge and
strategies in writing news and stories based from real events in the
community; written for the people in the community. They generally report
in newspaper and magazine.

2. Photojournalists - They are physically and emotionally attached to their

highend cameras which they use to capture important scenes and events
from the surroundings which carry with it stories that give impact to the
society as a whole.

3. Broadcast Journalists - They are who we often see on television, giving us

updates on the local, national and world events. They are skilled not just in
journalism but also in public speaking.

4. Multimedia Journalists - They are the ones who have abilities in accessing,
evaluating and producing information using several forms of media. Mostly,
they make use of social networking sites to connect to the masses for easy
and wider dissemination of their reliable news stories.

People in Media People as Media Lower- end Media Users

• • Media practitioners •• Media users • People with limited

• Experts Well-oriented to media access to media and
Provide information to sources and information.
media users • messages
Intermediaries,
provide information to
lower-end media
users.
 What’s More
Activity 2:
Instructions: Look at each picture below and identify the type of People as Media
shown in it. Describe this type of People as Media.

1. __________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
__________________________________
Photo Credit:
https://www.cision.com/content/dam/cision
/Resources/white-
papers/WP_Social_Journalism_Report_3.png

2. __________________________

____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
_______________________________

Photo Credit:
https://images.glaciermedia.ca/polopoly_fs/
1.23187120.1519827191!/fileImage/httpIm
age/image.png_gen/derivatives/landscape_8
04/4hth4.png
 What I Can Do

Activity 3: Compare and Define

Instructions:

Answer the questions inside the diagram below. Write the answers in your
notebook or answer sheet.
.

What is People in
What is People What are their
Media?
as Media? similarities?