Unit 3 Mass Media and Popular Culture in The Philippines

UNIT 3
MASS MEDIA &

PHIL. POPULAR
CULTURE
by: Michelle N. Regalla
INTRODUCTION
Mass media refers to the technology used to
communicate to a large group, or groups of
people in a short time frame. It has played a
vital role in the history of society and changes
in culture. It is where people in society consume
and participate in any cultural, political, and
economic aspects
Objectives
This provides information to
A explain the role of mass
media in popular culture.
Determine functions of
B media in society and
dissemination of popular
culture
C
MASS MEDIA
MASS MEDIA
• referring to communication to a large group, or
groups, of people in a short time.
• This can be written, spoken, or broadcast
communication
FORMS OF
COMMUNICATION
A. Interpersonal • can be face-to-face with two or
more people or;
communication • communication that is not face-
to-face
INTERPERSONAL
COMMUNICATION
EXAMPLE:
• four individuals may have to work on a group project for school
and they may choose to Facetime one another.
• This can also happen through a group chat using the Internet or
text messaging or other social media platforms
INTRAPERSONAL
COMMUNICATION
INTRAPERSONAL
COMMUNICATION
• an individual communicates with themselves

usually in their mind or talking about self-thinking
ideas, concepts, etc.
• conversation with yourself to make a decision
MASS MEDIA
EMPLOYS professionals to conceive, produce,
promote, and deliver communication products
that are specially designed to meet the goal of
attracting large audiences”.
PRODUCTS
can be sold as objects:
• such as books or digital video discs [DVDs]), and;
• exhibited with the subscription: movies shown in
cinemas or on premium or pay-for-view cable or
offered at no cash cost to consumers to create an
audience for paid advertising commercial television
or radio broadcasts".
• this will also depend on different websites or
platforms
FUNCTION OF
MASS MEDIA
FUNCTION
• SURVEILLANCE- - to provide information about issues, events,
and developments in society.
• CORRELATION/AGENDA- INTERPRET EVENTS AND ISSUES -
SO THAT INDIVIDUALS UNDERSTAND THEIR ROLES.
• The media TELLS YOU to think about.
• The media teaches you what matters •and
3. what doesn't, but we'll go
into that in a later chapter.
3. cultural TRANSMISSION- the media helps
transferrence to future generations to adopt the
dominant culture and subculture
4. SIMPLY ENTERTAIN
According to Pavlik & McIntosh, 2004
Ø mass communication that has been used since the invention of
the first printing press.
communication 4 main points

• "communication flow is largely one-way, from sender or source to receiver or
audience".
• "communication is from one or a few to many".
• "communication is anonymous (sources generally do not know their audiences and
audiences do not know the sources)
• "audiences are largely seen as passive recipients of the messages distributed by
the media, with little opportunity for feedback and practically no opportunity for
immediate feedback or interaction with one another!
consumers passive and some are not
Consumers aren't just passive. They are actively participating and not just consuming media;
an example of this is through blogs ("a Web site containing the writer's or group of writers'
own experiences, observations, opinions, etc., and often having images and links to other Web
sites").
MEDIA CONVERGENCE
• convergence allows multiple tasks to be performed or
multiple media brought together into one device)
• known "broadly as the coming together of computing,
telecommunications, and media in a digital
environment
MEDIA CONVERGENCCE
(1) technological convergence - traditional media integrating into a digital platform.
• It is referring to traditional media such as print, audio, and video converging with digital
media.
• Example: Journalists having to report highlights of a news story on Twitter or conducting
a podcast. Journalists sometimes have to be interactive, especially on social media.
• Example: read an e-book on your tablet or Kindle
• Technological convergences change the experience consumers have with traditional
media.
(2) Economic Convergence- (a company has interest across many kinds of media)
• it is the union of more established media corporations with the Internet or
telecommunications firms and other media companies
(3) cultural convergence.- This pertains to the beliefs, values, and practices shared by a group
of It is the "process of globalization of media content".
• example: women in Thailand are watching the ABS-CBN's Kadenang Ginto.
Thank you for
listening!

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UNIT 3

MASS MEDIA &

• an individual communicates with themselves

communication 4 main points

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