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Types of media

Chapter 4
What is media?

Media is the main means of mass communication

regarded collectively. It is used to transfer
information to an audience for mass informing.
Three types of media, namely:

1.Print media
2.Broadcast Media
3.New Media
 Print Media
 This type of media is composed of newspapers, magazines, or what we
call Print Media.
 Print media involves the usage of a physical medium , such as paper, and
is printed and distributed by a publishing company.
 In this type of media , publications involve two main divisions: Reporting
and Editing. In a newspaper/ magazine publishing company, Reporters are
the ones who write the content of the paper by investigating news worthy
events and interesting stories.
 Editors , on the other hand , in newspaper/magazine publishing
companies , they assign stories to the reporters and decide which story
is to be printed.
 In general sense, Editors are the ones who edit the story content and
check if there is a need for revision , Writers are the ones who write the
contents of the papers.
 Examples of Printed
Media

News Paper
MAgazines
Books and Pamphlets
 Outdoor Media( billboards, posters, sign, etc)

 Most print media contents vary from advocacy and public

service announcements. Advocacy which includes
advertisement, marketing , public relations and political
communication are often found in newspapers. Magazine
contents also vary from advocacy and entertainment ,
usually containing advertisements and marketing products.
Print media is also considered to me more trust worthy when
it comes to information credibility .
When it comes to the printed media, the key element for success is trust . Having
credible and factual information gains reputation and builds up trust among the
readers. Build up the trust and it will not waver, that is how successful printing
presses are still standing today in this day of age.
Broadcast Media
This type of media that transmits
information immediately to the widest
possible audience. Classified as the
most convenient and practical way of
communicating information to a wide
audience , but it is also classified as
an improper way of transmitting
information to the audience due to the
fact is immediately broadcasted.
Examples of broadcasting MEDIA
ARE:

TELEVISION
RADIO
SPEAKER
TELEPHONE
 AS MENTION EARLIER , BROADCAST MEDIA’S MAIN PURPOSE
IS FOR THE SAKE OF IMMEDIATE TRANSMISSION TO A WIDE
AUDIENCE. OFTEN USED FOR DAILY NEWS REPORTS ON
TELEVISION AND RADIO BROADCAST .
 BROADCAST MEDIA CAN ALSO BE EXHIBITED IN DAILY LIFE
THROUGH THE USAGE OF WIRED/WIRELESS COMMUNICATIONS.
 AS CONVINIENT IT MAY SEEN , JUST LIKE WITH PRINT
MEDIA, INFORMATION CREDIBILITY IS A CONCERN. UNLIKE
THE PRINT MEDIA, THE TIME VALIDATION AND RESEARCH
OF THE SAID INFROMATION IS LIMITED BECAUSE OF THE
IMMEDIATE NEED FOR IT TO BE BROADCASTED, MAKING ITS
CREDIBILITY WEAK.
NEW MEDIA

THIS IS THE TYPE OF MEDIA THAT NOW USES THE

NEWEST MEANS OF COMMUNICATION , DIGITAL
TECHNOLOGY . INTERNET , THE MAIN GATEWAY FOR
ACCESSING SUCH INFORMATION IS CONSIDERED TO BE
THE EASIEST WAY OF GAINING INFORMATION.
THE INTERNET PROVIDES CONNECTION TO THE PEOPLE
ALL OVER THE WORLD, MAKING TRANSMISSION OF
INFORMATION THROUGH CONVERSATION AND CONNECTION
POSSIBLE WITH PEOPLE OF DIFFERENT CULTURES.
 EXAMPLES OF Internet Media are:

Blogs
Online articles
Social media
The new media opens more opportunities for transmitting
media to an audience that doesn’t have a specific
culture. It is able to reach a wide audience of
people , making it a good medium for advertising
products for international purposes.
Despite its conveniences and easier access, the
information the internet provides vary.
The internet is open to world for access that would
mean that the internet can provide not so credible
information because anyone can access and change the
information.
Media convergence

It involves the merging of three types of media:

Print, Broadcast, and New Media. As time continues to
pass, media has become progressively more advance,
creating the New Media today.
As the New Media continues to advance, the older
types of media ,Print and Broadcast are slowly being
left behind. Due to the influence of the New Media to
the current generation, media convergence has been
commenced.
News Articles, Online Broadcast, and many more has begun appearing
because of the convergence. Local news Broadcast stations have already their
own websites for easier access. Local publishing companies have also made
their own websites for people looking for updated headlines.
The convergence gave way for the broadcast media to create more ways in
transmitting information, for example :

1. Online Video
2. Online streaming
Fire exit
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Sojo
Computer
 Mike
Enriquez
I.D.
 Print media has also significant
opportunities in transmitting information
examples for that are :

1.Online Articles
2.Online Books
3.Online Advertisement
 Portrayal of society in Mass Media

As mass media continues to evolve in the passing time ,media has developed on
what society calls, Stereotypes.

Mass Media has always played a significant role in the modern world.
Entertainment and transmission of information has influenced the audience to a
certain point that it can manipulate people’s attitude and opinions.
 Using the information they receive about the world , they sort and simplify the
acquired knowledge and use them to create cognitive schemes.
 Cognitive schemes are representations of reality displaying its most fundamental
and typical factors and properties
 The schemes is what gives the definition of our worldview and influenced our
social cognition significantly.
Stereotypes, one of the most important schemes used for orientation in
the social environment.
• Stereotypes represent the opinions among members of a specific group
about other groups. These opinions can be a result from one’s own
observations or simply be adopted from influences of others, such as
family ,friends and media.
• Because of the many generalizations and simplifications that people
produce, they create stereotypes , present incomplete, subjective and
sometimes even false image of reality.
• Generalized ideas such as stereotypes are often based on tradition and
are resistant to change.
Stereotypes give both positive and negative effects. An example of a positive
effect would be the one mentioned before, the fact that it gives an overview
or an easier grasp of understanding that would help the individual respond
to that type of situation.
Despite of conveniences, Stereotypes also give way to creating such
stereotypes based on false information. As mentioned , stereotypes are
derived from observation and influences, but one would question if these
observation and influences are actually true.
The new media , is a gateway for information; if it is possible to share factual
information through web , then it is also possible for untrue information
through the web.
False information is not the only factor that contributes to such stereotypes ,but
also misinterpreted information.
Misinterpreted information can be gained from communicating with people.
Gender Roles
• As mentioned before, mass media not only transfer information, but also
shapes people’s opinions, attitudes and beliefs. In the case of gender
roles , society had established the dominance of men over women in the
past.
• Before, men had been perceived as the head of the household and women
were mainly the housewives.
• In the present , however differences of dominance between men and
women are much smaller. Despite the change in the times, mass media still
retains the traditional gender stereotypes. (ex: for entertainment media)
in some instances television shows, such as romance and drama series,
introduce characters with stereotypical attitudes and behaviors like female
characters being reliant and submissive towards their husbands etc.
In print media for example: in mediums such as magazines and newspapers, men
generally advertise cars, cigarettes , and business products. On the other hand ,
women generally advertise cosmetics, fashion and domestic products. Women are
also most likely portrayed in the home environment, while men are often
portrayed outdoors.
There are many variants of stereotypes and women can be represented
in several. Most popular is :
• A women main problem is the lack of ideas for dinner. Another
would be distinguishable stereotypes of female vampires sexy and
seductive, the embodiment of every desire of a man.
• Hence they present a healthy lifestyle , physically active, and use a
wide range of cosmetics. However , mostly thin actresses assume this
role in commercials , leading to the assumption, that only thin
women can be beautiful and healthy.
• As result many female receivers have gained an obsession with their
weights, which can result into something negative.
As for men , there are also many various types of stereotypes . One of
which , being the typical, “ real man”, athletic , successful , professional ,
seductive with a gorgeous woman by his side.
The other types , being less popular and presents men devoted to their
loved ones and family who can save enough time for them.
Men are rarely presented in housecleaning commercials, and if they are ,
they often appear as the ‘’ experts’’ who know how to do the
housecleaning properly.

If men and women appear together , they are often presented as a couple
or a married couple. In a competitive scenario, however , women appear to
be weaker than man.
 Racism
Before Delving into this topic, one must understand that
Racial and Racism are two different things:
Racial , meaning “of or relating to race.’’ refers to the
differences of a race.
Racism , however , meaning Prejudice and discrimination
directed against an individual of a different race based on the
belief that one’s own race is superior , is clearly different
from the word ‘’racial”.