ESSON 1: MEDIA MESSAGE AND THEIR IMPACT ON GLOBAL

AWARENESS
This lesson will explore the concept of media messages and how they
affect global awareness. Media messages can influence global
awareness by exposing audiences to different perspectives, cultures,
values, and problems. However, media messages can also be biased,
misleading, or inaccurate, and may not reflect the reality or complexity
of a situation. Therefore, it is important to develop critical thinking
skills and media literacy to evaluate the credibility, purpose, and
impact of media messages. By the end of this lesson, you will be able
to:
LO 1. Define media messages and global awareness
LO2. Analyze how media messages affect global awareness
LO3. Apply critical thinking and media literacy skills to evaluate media
messages

MEDIA MESSAGE AND THEIR IMPACT ON GLOBAL AWARENESS

Media messages refer to the information, ideas, opinions, and

content conveyed through various forms of media, such as television,
radio, newspapers, magazines, social media, websites, and other
digital platforms. These messages can take the form of news articles,
advertisements, documentaries, entertainment programs, social
media posts, videos, and more.
The purpose of media messages can vary significantly, ranging from
informing and educating the audience to entertaining, persuading, or
influencing public opinion. Media messages can cover a wide range of
topics, including current events, politics, social issues, cultural trends,
product promotions, public service announcements, and much more.

Media messages are a powerful tool in shaping public perception,

attitudes, and behaviors. They can influence how people perceive the
world, form opinions, make decisions, and even inspire action. As a
result, media messages have a significant impact on society and play
a crucial role in shaping the global narrative on various topics and
issues. However, it's essential for consumers of media to be critical
and discerning to evaluate the accuracy and bias of the messages
they encounter.

Media Messages and its Impact on Global Awareness

Media messages play a significant role in shaping global

awareness and influencing public perception of various issues,
events, and cultures. With the advent of digital technology and the
internet, media messages now have a broader reach and impact than
ever before. Here are some ways media messages influence global
awareness:

1 Information Dissemination
Media serves as a primary source of information for people
worldwide. News outlets, social media platforms, and online
publications deliver real-time updates on global events, crises, and
developments, enabling people to stay informed about issues beyond
their immediate surroundings.

2 Shaping Public Opinion

Media messages can shape public opinion on global issues,
politics, and social matters. They have the power to sway public
sentiment, leading to changes in attitudes, beliefs, and behaviors on a
global scale.

3 Awareness of Global Challenges

Media highlights global challenges, such as climate change,
poverty, human rights violations, and conflicts, bringing them to the
forefront of public consciousness. This increased awareness often
leads to collective action and support for solutions.

4 Bridge Cultural Gaps

Media can expose people to diverse cultures, traditions, and
lifestyles, fostering cross-cultural understanding and empathy.
Through entertainment, documentaries, and news coverage, media
promotes multiculturalism and helps break down stereotypes.

5 Advocacy and Activism

Media messages can inspire and mobilize people to take action
on global issues. By shedding light on injustices and inequalities,
media can spark movements and initiatives that demand change and
seek justice.

6 Influence on Policy Making

Media has the power to influence policymakers' decisions by
framing issues and setting public agendas. When certain global
issues receive extensive media coverage, governments and
international organizations are more likely to address them.

7 Global Connectivity
Social media and digital platforms connect people across borders,
enabling them to share their experiences, opinions, and perspectives.
This interconnectedness facilitates the exchange of ideas and fosters
a sense of global community.

8 Dissemination of Misinformation
While media can raise global awareness, it can also perpetuate
misinformation and fake news, leading to misunderstandings and
misinterpretations of global events. This highlights the importance of
critical thinking and media literacy.

9 Humanizing Global Events

Media stories that focus on individuals affected by global issues

can humanize distant events and create emotional connections,
motivating people to engage and support those in need.

10 Crisis Response and Aid Distribution

During global crises, media plays a crucial role in disseminating
information about relief efforts, aid distribution, and how people can
support affected communities.

In conclusion, media messages have a profound impact on global

awareness by shaping public opinion, disseminating information,
fostering cultural understanding, and inspiring collective action.
Responsible and accurate reporting is essential to ensure that media
contributes positively to global awareness and understanding of
complex global issues. Additionally, media literacy is crucial to help
individuals critically evaluate and interpret the messages they
encounter, allowing them to be well-informed global citizens.

What Is Media Literacy?

Media literacy is the ability to access, analyze, evaluate, and
create media messages. It helps people become critical, active
consumers and producers of media that understand the role of media
in society.

Analyze Media Messages

Media messages are messages shared by organizations,
individuals, news, and social media users with the intent to inform,
entertain, persuade, or sell products to their target audience (you).
This includes advertisements you see online, news clips, articles,
social media posts, videos, images, and much more.

To develop your media literacy, it’s important to think critically

about the media you consume and create. This includes
understanding the purpose, audience, and techniques used in the
message as well as identifying any bias or manipulation. It also
includes understanding the context in which the message is
presented, such as the source, medium, and historical and cultural
background.

Here are some questions you can ask yourself to analyze media
messages (think who, what, when, where, why, and how):Who
● Who created this media?
● Who is funding this information/media/platform?
● Who is the intended audience for this message?
● Who benefits from sharing this message?

What
● What is the purpose of sharing this information/media?
● What does this information/message tell me about [the topic]?
● What sources back this message? Are they reputable? Are they
from accredited and peer reviewed journals?
● What techniques are being used in this message to persuade me/
others?
● What are the indirect messages?

When
● When was this information/media created? (i.e., is it recent or
outdated?)
● When is this media message most relevant in my life? (e.g., does it
pertain to a current event?)

Where
● Where is this message/media being shared? (e.g., in a social
media group, to specific communities)
● Where is this message/media NOT being shared? (i.e., who is
being excluded?)

Why
● Why is this message/information being shared? (i.e., to persuade,
inform, entertain, or sell a product)
● Why is this message/information important or relevant to me/my
community?

How
● How does this information/message impact my life or other’s lives?
● How is this message being shared across media platforms?
● How are other people reacting to this message/information?
● How might someone different from me (e.g., race, gender,
nationality, socioeconomic background, age) interpret this message?

Evaluate Media Messages

Once you’ve analyzed a media message, evaluate it using your
own criteria and values. This includes considering the accuracy,
credibility, and reliability of the information, as well as the ethical and
social implications of the information. It also includes considering your
own emotions and reactions to it and whether they’ve been influenced
by any manipulation or persuasion techniques.
To not fall victim of manipulation and persuasion techniques, it’s
important to be aware of persuasive language strategies. Persuasive
language is a powerful tool for winning your trust and influencing how
you think. Let’s look at some examples :

Storytelling
A lot of what we see online uses the power of storytelling to appeal
to your emotions and suck you in. For example, the Dodo shares
videos about cute animals or unlikely animal friends to keep you
watching, which is their main goal. The more views they get, the more
money they make.
Now, in the broad scheme of things, watching a 60-second video
about animal friends is no big deal. But what if it’s a video from a
social media user that’s asking for donations to a GoFundMe page? Is
the story biased in any way? Is the story true?

Presenting Evidence
The power of statistics and facts is real. They can boost your
credibility and support your argument. However,
Always examine the evidence presented in media and check sources.

Attacks on Other Parties

Attacking the “other party” in an effort to discredit them or tear
apart their reputation is a common strategy when persuading people.
This is often used in political campaigns. People or organizations who
employ this strategy are trying to manipulate your emotions or make
you angry to convince you of an idea.
They might exaggerate facts or use a misleading perspective to
win you over, so you should always do your homework when
presented with two sides of an argument or story.

Flattery
This strategy is often used when trying to persuade consumers to
buy a product or service. Many ads or salespeople shower you with
compliments to make you feel good. When you feel good about
yourself, such as your lifestyle or your physical appearance, then
you’re more likely to purchase whatever they’re selling.

Inclusive Language
This is the “us versus the world” mentality that’s so common in
media. Many companies use terms like “us,” “we,” and “our” to give
you a sense of inclusion. Social media influencers, for example, might
try to make their followers feel like they’re friends with them in real life.
This strategy makes you feel included, welcomed, and part of a
community – all of which are great! But people may use this language
to manipulate and influence your emotions so that you like them or
are inclined to buy something.

Developing Media Literacy Skills

Developing media literacy skills is crucial in today's digital age,
where the vast amount of information available can be overwhelming,
and misinformation can spread rapidly. Media literacy empowers
individuals to critically evaluate and discern reliable information from
misleading or false content. Here are some key steps to enhance
media literacy skills:

1 Understand the Media Landscape

Familiarize yourself with different types of media, including
traditional news outlets, social media platforms, blogs, and websites.
Recognize their strengths, weaknesses, and potential biases.
2 Verify Sources
Always verify the credibility of the sources before accepting
information as accurate. Check the reputation and track record of the
media outlet or author and cross-reference the information with other
reliable sources.

3 Check for Biases

Be aware of potential biases in media messages. Examine the
language, tone, and framing of the information to identify any
underlying agendas or perspectives.

4 Question Headlines and Clickbait

Headlines and clickbait are designed to capture attention, but they
may not always represent the full context of the story. Read the entire
article and avoid drawing conclusions solely based on headlines.

5 Look for Evidence and Supporting Data

Reliable information is often backed by evidence, data, or credible
research. Look for sources that provide verifiable proof to support
their claims.

6 Understand Different Perspectives

Seek information from diverse sources to gain a well-rounded
understanding of a topic. Exposure to various viewpoints helps
prevent echo chambers and promotes critical thinking.

7 Fact-Checking
Use fact-checking websites and tools to verify the accuracy of
claims and debunk misinformation. Fact-checkers assess the validity
of statements made in the media.

8 Identify Misinformation and Disinformation

Learn to distinguish between misinformation (false information
shared without harmful intent) and disinformation (false information
shared with the intent to deceive or manipulate).

9 Consider the Context

Be mindful of the context in which information is presented.
Information may be outdated, taken out of context, or relevant only to
specific situations.

10 Be Cautious of Viral Content

Content that goes viral quickly may not necessarily be accurate.
Take the time to verify information before sharing it further.

11 Educate Others
Share your media literacy knowledge with family, friends, and
peers. Encourage them to be critical consumers of information as
well.

12 Reflect on Your Own Biases

Be aware of your own biases and how they might influence the
way you interpret information. Practice self-reflection to avoid falling
into confirmation bias.

By developing strong media literacy skills, individuals can become

more discerning consumers of information, making informed
decisions, and contributing to a more informed and responsible
society.

What Is Social Media?

Social media facilitates the sharing of ideas and information
through virtual networks. From Facebook and Instagram to Twitter
and YouTube, social media covers a broad universe of apps and
platforms that allow users to share content, interact online, and build
communities. More than 4.7 billion people use social media, equal to
roughly 60% of the world’s population.
Today, social media messaging apps and platforms are the most
commonly used sites worldwide. In early 2023, 94.8% of users
accessed chat and messaging apps and websites, followed closely by
social platforms, at 94.6% of users. Search engine sites were next,
with 81.8% of users accessing them.

• Social media is a digital technology that facilitates the

sharing of text and multimedia through virtual networks and
communities.
• More than 4.7 billion people around the world use social
media.
• In 2022, the number of social media users worldwide grew
by 137 million, or about 3%.
• The largest social media platforms are Facebook, YouTube,
WhatsApp, Instagram, and WeChat.
• Social media typically features user-generated content and
personalized profiles that lend themselves to engagement via likes,
shares, comments, and discussion.

How Did Social Media Evolve?

• Social media originated as a way to interact with friends and
family but soon expanded to serve many purposes. In 2004, MySpace
was the first network to reach one million monthly active users.
• Social media participation exploded in the years that
followed with the entry of Facebook and Twitter. Businesses
gravitated toward these platforms in order to reach an audience
instantly on a global scale.
• On average, global users spent 2.24 hours each day on
social networks in 2020, the highest across almost any media type.
• According to Global Web Index, 46% of internet users
worldwide get their news through social media platforms. That
compares to 40% of users who view news on websites. Gen Z and
Millennials were most likely to view news on social media sites versus
other generations.

What Are the Types of Social Media?

Social media platforms can be categorized according to the
interests of their users and their purposes. There are platforms that
appeal to video game players, social gamers, video sharers,
professional business networks, virtual worlds, review platforms, and
beyond.
People use various social media applications to network career
opportunities, find others across the globe with like-minded interests,
and share their political views. Entertainers and politicians use social
media to engage with constituents and voters.
For businesses, social media has become a key tool. Companies
use the platforms to find and engage with customers, drive sales
through advertising and promotion, gauge consumer trends, and offer
customer service or support.
Social media's ability to collect information helps businesses to
fine-tune their marketing campaigns and conduct market research. It
helps companies promote products and services as it enables the
distribution of targeted, timely, and exclusive sales and coupons to
potential customers. Further, social media can help build customer
relationships through loyalty programs linked to social media.

151 minutes
The average daily social media usage of internet users ages 16 to 64
worldwide.

What Are the Benefits of Social Media?

Social media platforms allow people to access information in real-
time, to connect, and to find niche communities. It has helped many
individuals find common ground with others online, making the world
seem more interconnected and within reach.
On the other hand, social media is prone to spreading
disinformation, creating polarization, and even causing harmful
psychological effects.
Still, according to a 2019 survey by Pew Research Center,
people's use of social media is correlated with having more friends
and more diverse personal networks, especially within emerging
economies. For 80% of teenagers, social media allows them to feel
more connected to peers, according to a 2022 Pew Research Center
survey of U.S. teens ages 13 to 17. Overall, one in three said that
social media has had a mostly positive effect on them, while 59% said
it had neither a positive nor a negative effect.
Businesses are also using social media marketing to target their
consumers, build a loyal fan base, and create a culture behind their
brands. According to Facebook, more than 200 million small
businesses use their platform for marketing purposes. Separately,
90% of marketers say they use Facebook for promotion.
In 2022, social media and search advertising spending made up
roughly 55% of overall ad spending globally. It is also the fastest-
growing category across advertising channels.
What Are the Top Social Media Sites?
Facebook is the largest social media platform in the world with 2.96
billion users. Here are the figures for the most popular social media
websites as of January 2023:
1 Facebook (2.96 billion users)
2 YouTube (2.51 billion users)
3 WhatsApp (2 billion users)
4 Instagram (2 billion users)
5 WeChat (1.31 billion users)
6 TikTok (1.05 billion users)
7 Facebook Messenger (931 million users)
8 Douyin (715 million users)
9 Telegram (700 million users)
10 Snapchat (635 million users)
Interestingly, two sites that are especially well-known in the U.S.,
Twitter and Pinterest, don't make the top 10 list globally. Twitter is
14th, with 556 million users worldwide, while Pinterest is 15th with 445
million users.

The Role and Importance of Social Media in Today’s Generation

Social media plays a vital role in our generation’s growth. It is an
essential aspect of our daily lives today as people gain knowledge and skills
that brighten their lives worldwide. Today so many activities, especially
communication, have been taken to a better level through improved social
media and social networking. The tremendous benefit has contributed a
positive impact on the growth of our culture and business as well. Websites
such as Twitter, Facebook, and Youtube are among the popular sites where
people can interact easily and share new ideas freely without much
expense. Social media can cause some challenges in people’s lives when
misused, limiting social interaction, but it plays a significant impact on our
generation today.
The potential to access a large audience is among the huge impact of
social media in our generation today. It opens the door for people to interact
freely and share better ideas on improving their business by finding great
ways to market their products and services. It has become the major source
for the collaborative world to advertise their goods and services. This is done
either directly through websites or celebrities paid to market various types of
products worldwide. Therefore, it offers more people a great opportunity to
better their lives (Nielsen, R.K, 2014, pp.472-489). Celebrities, especially
youth, can be hired by various organizations to promote their brands online.
Also, people can earn a significant amount just by running logs and
podcasts. The media also offers a venue for more people in our generation
to showcase their talents and use them to better their future by educating
and entertaining others.
Apart from promoting business, education has been improved to a
better level today. The media has contributed significantly to a better
learning environment for both teachers and students. It is quite easy
today for anyone to learn from other people who are professionals
and experts in different disciplines through social media. Students can
access various knowledgeable materials from different sites at a lower
cost and enhance their knowledge in any field regardless of their
educational background and location (George, M., 2019, pp. 9-10).
Through media, awareness has been created, enabling people to
develop innovative ideas that have contributed to our generation’s
growth to date. People from different generations have discovered
new and innovative ideas of much impact on our generation. Activities
such as communications, banking, and money transfer have been
made easier and secure through social media.
The security and rights of people in any given nation have
improved today. Through media use, the government and its agencies
are in a better position to fight crime through spying and arresting
criminals (Nielsen, R.K, 2014, pp.472-489). Besides the great benefit
of social media, it has also contributed to members’ downfall in
today’s generation through cyberbullying, hacking of personal data,
and addiction to immoral activities leading to loss of life.
Social media has both negative and positive impact on our
generation today. There are great benefits people can gain by using
social media like networking and partnership, advertising services to
promote business, and creating viral content. One should develop a
better decision to stop accessing media content or use it moderately
to benefit their future.