ComCulSoc (MidTerms Reviewer) big hit.

World War 2 again accelerated the development of

wartime purposes for military, aircraft, and land communcation.

Lesson 1: Communication Culture and TELEPHONE-Until now real time communication was

Society confined to diplomatic purposes for broadcasting. Still

Communication (communicare) latin word telegram was the fastest one to one communication used by the
-Communication skills is being able to convey your message to the common people. In 1876, Alexander Graham Bell invented the
other person effectively and efficiently. telephone. At first, the benefits of a telephone exchange were not
-The act of giving, receiving, and sharing information – in other words, exploded. Instead, telephones were leased in pairs to a
talking or writing, and listening or reading. subscriber, who had to arrange for a telegraph contractor to
-Good communicators listen carefully, speak or construct a line between them.
write clearly, and respect different opinions. PSTN OR PUBLIC SWITCH TELEPHONE NETWORK
It works by using underground copper wires that are hardwired from
EVOLUTION OF COMMUNICATION homes and businesses to switching centers— where the phone
the whole journey of communication started with cacaveman. The calls are connected to each other.
caveman used to gather around fire to discuss their day to
day activities. Communication Channel
INSCRIBING ON CAVES The medium, mean, manner or method through which message is
They started to record their activities. The cavemen started to inscribe sent to its intended receiver.
on the caves and we can compare this to modern day blogging. When Analyze and understand
people started moving out of the cave, problem occurs. Channel richness refers to the amount and immediacy of information
Long-distance communication became very important. that can be transmitted
SMOKE SIGNAL
-This was the firstlong-distance communication. It was used in MOST EFFECTIVE (Richer medium)
Northern America where each tribe has its own signaling system. A  Face to face
smoke from the top of the hill signified danger.-Smoked signal was  Video Conferencing
also used in ancient China. The soldiers stationed in Great Wall of  Telephone
China would alert for danger using smoked signals from tower to tower.  2-way radio
Pigeons  Written, addressed documents(letter, E-mail)
extensively used for long distance communication. Pigeons were used  Unaddressed documents(bulk email, posters
by Persians, Romans, Greeks and Mughals. In 19th century, pigeons LESS EFFECTIVE (Leaner medium)
used to transmit stock quotations from one city to another.  Oral Communication
PONY EXPRESS Always attached emotion
From Ancient time Kings have been using human messenger to really Generally used in organization when there is a high likelihood of the
messages. Pony express was a first of its kind mail service delivering message creating emotional response in the audience.
messages, mails newspapers and small packages by horseback by
using small relay stations.  Written Communication
Regarded as the first courier service. Used in the mid19th century to Written messages are effective in transmitting large messages.
communicate between East Coast and West Voast of America  Electronic (Multimedia) Communication
SEMAPHORE FLAG Allow messages to be sent instantaneously and globally.
signaling system is an alphabet signaling system based on the waving
of a pair of hand- held flags in a particular pattern. The flags are  Multimedia and Social Media
usually square, red and yellow, divided diagonaly with the red Any content that uses a combination of different content forms such as
portion in the upper hoist. reels.
PRINTING PRESS Johannes Gutenberg  Presentation
-found in cities all across Europe and were used to print large amounts -Multimedia platforms allow for the same content to be presented in
of materials that were meant for widespread distribution. Written different ways.
and printed materials became all the rage, leading to even more  Blogs
innovations to create, duplicate and circulate it. Effectively communicate with business audiences in the blog.
TELEGRAPH -first electrical telecommunications system and the most  Wikis
widely usedof a number of early messaging systems called Usually serves as a knowledge base.
telegraphs, that were devised to communicate text messages more  Podcast
rapidly than by physical transportation. Tool used for effective business communication.
RADIO -Mathematically proved existence of electric magnetic Social Media Networks
waves in free space. Radio has changed the way we External Use
communicate with each other,how we share and promote our Public Community
thoughts, opinions and creations —but not just that; at times, Internal Use
your radio is your companion: loyal and enlightening, ever prepared Within a company/organization
to share music with you or give you the latest headlines. World WarI
accelerated the development of radio for military communication. After
the war commercial radio broadcasting began in 1920 and wasa
 dominate the market, shaping narratives and controlling the flow of

Lesson 2. MEDIA PLURALISM information to the audience.

Media pluralism Economies of Scale - By pooling resources, media chains can reduce
-it defines the state of having a plurality of voices, opinions, and costs and increase profitability. This can lead to improved production
analyses in media systems (internal pluralism) or the coexistence of quality, but may also result in the prioritization of profit over diverse
different and diverse types of media and media support (external content.
pluralism). Lesson 3. Media Pluralism and
-Media pluralism has always stretched beyond the market plurality Conglomeration
dimension, including, among other things, the protection of fundamental Pluralism
rights such as freedom of expression; requiring the status and safety of is a concept that refers to the coexistence of multiple groups, values,
journalists to perform their work without undue influence; the perspectives, or systems within a society or institution. It emphasizes
independence and effectiveness of media regulators; gender equality in diversity, inclusivity, and tolerance for differences, allowing various
media structures and diversity representation in media outputs. social, cultural, religious, and political groups to thrive and participate in
Media Duopoly a democratic and open society. In a pluralistic society, no single group
A duopoly is when two companies dominate the market for a specific or ideology dominates, and various interests and viewpoints can coexist
product or service. peacefully, contributing to the overall richness of the community.
Media Duopoly: In the context of media, a duopoly occurs when two EX. Gabriella(NGO), UP Babaylan
companies control the majority of the media market, including ad Media Pluralism
revenues and market share. Media pluralism provides choice to the public. It is made possible by a
Example: In the Philippines, ABS-CBN Corporation and GMA Network mix of public, private, and community media, as well as a variety of
Incorporated form a media duopoly. platforms (print, radio, TV, and online) to avoid media concentration,
Impact on Media Pluralism: which could limit the diversity of opinions and viewpoints in circulation.
Reduced Diversity: Limited competition can reduce the variety of (UNESCO, 2024)
viewpoints and content, leading to less diversity in media. Importance of MEDIA PLURALISM
Content Homogenization: The media content produced becomes -It ensures that citizens are informed by a variety of voices, prevents
more uniform, with fewer perspectives. monopolies from controlling the narrative, and upholds values such as
Gatekeeping: Dominant companies control what information is freedom of expression, social cohesion, and accountability. By
disseminated, shaping public opinion and cultural norms. promoting diversity in media ownership, content, and access, media
Economic Influence: Financial power of media duopolies can prioritize pluralism fosters a more vibrant, transparent, and inclusive public
profit over diverse representation. discourse.
Cultural Impact: The portrayal of cultural narratives can reinforce or Examples of Media Pluralism
challenge societal values, influencing how culture is perceived. Diverse Media Ownership
Media Chain- A media chain refers to a company that owns several Public vs. Private Media
mass media enterprises (e.g., television, radio, publishing, internet). Independent Media
-Media chains seek policies that allow them to control global media Variety of Platform
markets. Print, Broadcast and Digital Media
Types of Media Chains: Social Media Platforms
Influence Chain: The way different media platforms influence each Geographical Representation
other. Local, National and International Media
Communication Chain: The flow of information across different media Advantages and Disadvantages of Media Pluralism
channels. ADVANTAGES
Media Convergence: The merging of different media forms (e.g., print, Diverse Perspectives and Opinions
TV, online). Benefit: Media pluralism ensures that multiple viewpoints are
Implications: represented, allowing audiences to access a broad spectrum of
Media chains impact media pluralism, audience choice, and the quality opinions, whether political, social, or cultural. This fosters informed
of information available. decision-making and a more nuanced understanding of issues.
Understanding media chains is crucial for promoting a more diverse Prevents Media Monopolies
and independent media landscape. Benefit: A pluralistic media environment prevents any single company,
Key Features of Media Chains: government, or ideology from monopolizing information and controlling
Ownership Structure - Media chains often consist of multiple outlets public opinion. This ensures that no single voice or interest can
under a single corporate umbrella. For instance, a major corporation dominate the narrative.
may own several television networks, radio stations, and print DISADVANTAGES
publications, creating a unified brand presence. Information Overload
Content Distribution - Media chains facilitate the distribution of Drawback: The abundance of media outlets can lead to information
content across various platforms, allowing for cross-promotion and a overload, making it difficult for audiences to sift through competing
broader reach. Content produced by one outlet can be shared or sources to find credible information. This can cause confusion and
adapted for others within the chain, leading to a streamlined production disengagement from important issues.
process. Fragmentation and Polarization
Market Influence - The concentration of media ownership in chains Drawback: Media pluralism can lead to fragmentation, where audiences
can significantly influence public discourse. A few large entities can only consume media that aligns with their existing beliefs, creating
"echo chambers" and reinforcing polarization. This undermines the goal government and may lack independence and diversity.
of diverse perspectives being engaged in open debate. 2. Private Media: Private media refers to the media that are
owned and operated by private individuals or corporations.
Media Conglomeration Private media are funded by the owners or by advertising,
A media conglomerate, media company, media group, or media subscription, or sales. Private media are supposed to serve
institution is a company that owns numerous companies involved in the market and provide information, education, and
mass media enterprises, such as music, television,radio, publishing, entertainment to the consumers. Some examples of private
motion picture, video games, theme parks, or the Internet. media are CNN, Fox News, Disney, etc. Private media can
Why is it Important? be influenced by the economic and commercial interests of
-Media Conglomerates is important and has the advantage because it the owners and may lack objectivity and quality.
describes a company that owns a large number of small companies in 3. Community Media: Community media refers to the media
various mass media such as television, radio, publishing, and the that are owned and operated by the members of a specific
Internet. A conglomerate is a large company that consists of divisions of community, such as ethnic, religious, cultural, or geographic
seemingly unrelated businesses. So we have small companies groups. Community media are funded by the community or
because of large companies like Media Conglomerates that handle it. by grants, donations, or sponsorship. Community media are

Lesson 4: Media Ownership Structure supposed to serve the community and provide information,

Transnationalization of Media Ownership and education, and entertainment to the members. Some

Control examples of community media are ethnic newspapers, radio

Presidential Communications Operations Office stations, websites, etc.
- E.O No. 4 Transnationalization of Media Ownership and Control
- Signed by President Benigno Aquino III on July 30, 2010. - Transnationalization occurs when companies maintain
- Established for messaging and strategic planning. active operations and assets in at least one other nation but
- PCOO handles the Philippine government's flagship have their headquarters in a parent country. They usually
television network, PTV 4 or People’s Television Network operate through foreign subsidiaries that serve as country
Incorporated. branches to extend the parent companies' active presence
PCOO and influence.
Business Form - Transnational Media Corporations are conglomerates that
- Government Office actively export information and entertainment across national
Legal Form borders for their global audiences to consume through
- Government office mediums like the internet, radio, TV networks, motion
Business Sector pictures, and print media (Kamalipour, 2007).
- An office under the executive branch of government. How do transnational media corporations influence cultural
Manila Bulletin Publishing Corporation exchanges across different nations?
- Started as the Manila Daily Bulletin in 1990 - Transnational media corporations significantly impact cultural
- Publishes newspapers exchanges by producing content that is designed for global
- Publishes monthly magazines consumption. Their vast resources allow them to create
popular films, music, and television shows that resonate with
TV 5 Network Incorporated diverse audiences. This can lead to a shared global culture
- Third major player in the television market but may also result in local cultures being overshadowed by
- Cross-media conglomerate under Manuel V. Pangilinan’s dominant narratives from powerful corporations.
Media Quest Holding Incorporated. - The concentration of media ownership among transnational
- September 21, 1972 - shut down by former President corporations creates challenges for local content creators as
Ferdinand Marcos Sr. they often struggle to compete for visibility and funding. With
Business Sector limited resources, local creators may find it difficult to access
- Broadcast and Mass media, printed __ distribution channels dominated by larger firms.
GMA Network Incorporated
- First broadcast on March 1, 1950 Classifications of Transnational Media Corporations
- Owned by an American, ● News agencies/corporations - they collect and distribute
- GMA - Greater Manila Area news reports from every corner of the globe.
- GMA - Global Media Arts Business Sector EXAMPLE: BBC, CNN
- General Contracting business ● Social Media - internet-based communications networks
Types of Media Ownership dedicated to community based involvement, interaction,
1. Public Media: Public media refers to the media that are content-sharing and collaboration.
owned and operated by the government or public authorities. EXAMPLE: Facebook, Instagram
Public media are funded by the public through taxes, fees, or - Facebook is now registered as Meta Platforms,
donations. Public media are supposed to serve the public Inc., a multinational or transnational media and
interest and provide information, education, and technology company. The company's name was
entertainment to the citizens. Some examples of public changed on January 4, 2022, but the products and
media are BBC, PBS, NPR, etc. Public media can be services remain the same. Products and services:
influenced by the political and ideological agendas of the Facebook, Instagram, Threads, WhatsApp, and
 more like blimps, billboards, air banners, ground banners and more
● Film Industry - comprising motion picture companies that D. INTERNET
produce commercial films and movies. - This are the set of tools for delivering
EXAMPLE: Walt Disney, Sony Pictures, and Universal Studios. promotional messages to people worldwide.
- The Walt Disney Company is a transnational E. MOBILE ADVERTISING - vehicles that are specifically designed to
corporation (TNC) because it has operations in display advertisements on their exteriors while driving around in
multiple countries, including theme parks, media targeted locations.
networks, and other business segments: MEDIA ADVERTISING
• Theme parks: Disney opened its first international theme park, Tokyo - It is the process of promoting products, services, or ideas
Disneyland, in 1983. They later opened Disneyland Paris in 1992. through various media channels. It involves the creation,
• Media: Disney's Disney Channel began broadcasting in 1983. planning, and execution of advertising campaigns across
• Business segments: Disney has five business segments: media different media channels.
networks, parks and resorts, studio entertainment, and consumer. What is the Role of Communication on Media Advertising?
products, and interactive media. - Communication plays a vital role in the advertising process.
● Media Technology Firms - these specialize in designing, The messages and information to be advertised are sent to
developing, and distributing advanced technologies used in the target audience by the help of the communication
media production. process. It also gets feedback from the customer which will
EXAMPLE: Microsoft, Huawei, and Google help the firm to take necessary steps to bring modifications in
- Google, is an American transnational media and their advertisement.
technology company that specializes in Communication Media in Advertising
internet-related services and products, which - Communication media serves as a tool platform to promote a
include online advertising technologies, a search specific product or services or concept. Companies are using
engine, cloud computing, software, and hardware. communication media to drive sales, find employees, build
It is considered one of the Big Four technology community, and create a positive well-known brand. Basically,
companies in the U.S. information technology it is also about building conversation with clients and
industry, alongside Amazon, Apple, and Microsoft. consumers.
• Local offices: Google has offices in other countries to serve local Forms of Communication Media That are Used in Advertising
markets. TRADITIONAL COMMUNICATION MEDIA
• Search tools: Google Search - a web search engine and Google's  Television
core product.  Radio
• Advertising services: Google Ads - an online advertising platform.  Newspapers
• Statistical tools: Google Analytics - a traffic statistics generator for  Magazines
defined websites, with Google Ads integration.  Billboards
• Productivity tools: Gmail - an email service. DIGITAL/ NEW COMMUNICATION MEDIA
• Healthcare related products: Google Care Studio - tool for clinicians to  Facebook
search, browse and see highlights across a patient's broader electronic  YouTube
health record.  Twitter

Lesson 5: Communication on Media  Linkedin

Advertising  Flickr Skype

COMMUNICATION
- Communication is the sending and receiving of information Communication on Media Advertising includes:
and can be one-on-one or between groups of people, and 1. COMMODIFICATION OF MEDIA CONTENT -
can be face-to-face or through communication devices. Commodification is the transformation of goods, services,
ADVERTISING ideas, nature, personal information or people into
- Advertising is an industry used to call the attention of the commodities or objects of trade. Commodification is the
public to something, typically a product or service. It is the process of transforming content to a marketable product.
means of communication in which a product, brand or service -In modern capitalist economies, goods also have a value in the
is promoted to a viewership in order to attract interest, marketplace: an exchange value. When a good is produced with the
engagement, and sales. express aim of selling it at a price, it becomes a "commodity." In order
ADVERTISING MEDIA to expand, capitalism required all goods to be converted into
- Advertising media is the type of media used to promote a commodities.
product, service, or concept via an advertisement. It is an 2. COMMERCIALIZATION OF MEDIA CONTENT -
umbrella term referring to a mixture of all types of media, Commercialization is the process by which a new product or
including the internet, TV, radio, magazines, newspapers, service is introduced into the general market. Sometimes
and billboards referred to as "going to market." Commercialization is the
Types of Advertising Media process of earning profit from a content.
A. PRINT MEDIA - This is the oldest form of advertising. -Commercialism in media content benefits both the media and the
B. BROADCAST MEDIA - It reaches a wider audience as opposed to market and its intersection suggests that both industries cannot fully
the print media. afford to stand
C. OUTDOOR MEDIA - This can be seen in a wide spectrum of forms alone as it needs other relevant means to
Function. Commercialism in media has increased, and the rapid growth
of the media industry equates to a faster and wider distribution of
commercialized media content.

GOOD SIDES OF COMMERCIALIZED CONTENT

• It brings a larger population of consumers than records before.
BAD SIDES OF COMMERCIALIZED CONTENT
• Prioritizing profit over quality
• Overconsumption of goods, products and services are likely to
happen.
• Commercialized content doesn't bring flourishment to the economy.

Communication Media and Consumerism

Communication Media
- Communication media refers to the ways, means or channels
of transmitting messages from sender to the receiver.
Consumerism
- Consumerism is the idea that increasing the consumption of
goods and services purchased in the market is always a
desirable goal, and that a person's well-being and happiness
depend fundamentally on obtaining consumer goods and
material possessions.
Importance of Communication Media in Consumerism
• Media does play an important role in how consumers discover and
share information about brands and products.
• Marketers would definitely try to use this to their advantage, building
brands and connecting with their audiences more directly.

Forms of Media Used in Promoting Consumerism

TELEVISION: it promotes consumerism to a large extent.
INTERNET: There is an increasing influence to how
The internet has been affecting consumerism.

Advantages of Consumerism
• Media promotes consumerism
• Consumerism drives the economy
• The growth of demand for consumer goods also encourages investors
to put their money into expanded production so consumption growth
also stimulates economic growth.
Disadvantages of Consumerism
• Sometimes, it gives us a false sense of branding and misleads us
from the truth.
• CONSUMERISM subconsciously changes our
opinions of things