CC103 Communication Theories Midterm Reviewer PDF

CC 103 - COMMUNICATION, CULTURE AND SOCIETY COMMUNICATION THEORIES SPIRAL OF SILENCE THEORY SOCIAL RESPONSIBILITY THEORY...

CC 103 - COMMUNICATION, CULTURE AND SOCIETY COMMUNICATION THEORIES SPIRAL OF SILENCE THEORY SOCIAL RESPONSIBILITY THEORY  this theory states that the media publicizes opinions that are mainstream and people adjust  This theory is initiated in the United States by the Commission of The Freedom of Press. their opinions according to their perceptions to avoid being isolated.  In this theory, the press is viewed to be representing the interests of the people and the society. McCOMBS AND SHAW’S AGENDA SETTING THEORY  Media reporting changed from being objective to interpretative.  media filters and shapes what we see rather than just reflecting stories to the audience.  The more attention the media gives to an issue, the more likely the public will consider SOVIET MEDIA/ COMMUNIST THEORY that issue to be important.  According to this theory, The government controlled all the media and had absolute power. MEDIA DEPENDENCY THEORY  The theory was implemented to help in achieving the communist objectives for the  the more dependent an individual is on the media for having his or her needs fulfilled, the benefits of the people. more important the media will be to that person.  derived from the ideologies of Marx and Engel that “the ideas of the ruling classes are the ruling ideas” MODELING BEHAVIOUR THEORY  Behaviors which are modeled from media experiences can become habitual if found DEVELOPMENT MEDIA THEORY useful and/or if they are reinforced in the environment. This is not about violent or criminal  there can be no development without communication. behavior.  media for development of people in a nation or to help the target population.  we learn not only by doing but by watching what others do. In a therapeutic setting,  Communication seeks to serve the people without manipulation and encourage genuine behavior modeling is purposeful and positive, teaching clients healthier ways of behaving. response.  The weakness of this theory is that is “development” often equated with government CULTIVATION THEORY propaganda.  According to the theory, people who watch television frequently are more likely to be influenced by the messages from the world of television. ONE STEP FLOW COMMUNICATION THEORY  it suggests that people who are regularly exposed to media for long periods of time are  This theory simply stated that mass communication media channels communicate directly more likely to perceive the world's social realities as they are presented by the media to the mass audience without the message being filtered by opinion leaders they consume, which in turn affects their attitudes and behaviour TWO STEP FLOW COMMUNICATION THEORY SOCIAL LEARNING THEORY  theory of communication that holds that interpersonal interactions exert a significantly  specifies that mass-media messages give audience members an opportunity to identify stronger effect on influencing public opinion than outlets of mass media do. with attractive characters that demonstrate behavior, engage emotions, and allow  opinion leaders who are directly influenced by mass media, help shape the views of most mental rehearsal and modeling of new behavior. The behavior of models in the mass individuals in society. media also offers vicarious reinforcement to motivate audience member’s adoption of the behavior. MULTI STEP FLOW COMMUNICATION THEORY  proposes that people learn behaviour through observing, modelling and imitating  This was based on the idea that there are a number of relays in the communication flow others. from a source to a large audience. THE OSGOOD-SCHRAMM CIRCULAR MODEL OF COMMUNICATION USES AND GRATIFICATION THEORY  the theory that communication is a two-way street, with a sender and a receiver. Osgood  It states the fact that people choose what they want to see or read and the different media popularized the notion that communication was circular rather than linear, meaning that compete to satisfy each individual’s needs. it required two participants taking turns  4 KINDS OF GRATIFICATION: 1. INFORMATION - we want to find out about society and the world, we want to satisfy SHANNON-WEAVER MODEL OF COMMUNICATION our curiosity.  sees communication occurring in five key parts: sender, encoder, channel, decoder, 2. PERSONAL IDENTITY - we may watch the television in order to look for models for receiver. It emphasizes the importance of encoding and decoding messages for them to be our behaviour. sent 3. INTEGRATION AND SOCIAL INTERACTION - we use the media in order to find  highlight the role of ‘noise’ in communication, which can disrupt or alter a message out more about the circumstances of other people. between sender and receiver. 4. ENTERTAINMENT - sometimes we simply use the media for enjoyment, relaxation or just to fill time. CC 103 - COMMUNICATION, CULTURE AND SOCIETY THE PHILIPPINE COMMUNICATION MEDIA LANDSCAPE  Cellular mobile telephone service (CMTS) density per 100 population was 103 in 2013  In the same year there were 102,823,569 subscriber of SMART Communications (53% of the  Philippine Mass Media operates on a commercial, free-enterprise system. It is dependent on total market share) advertising revenue and entertainment-oriented programs.  The media are generally free from government control, but can face pressure from business COMMUNICATING WITH GENERAL POPULATION and political interests.  Television has the highest rate of daily exposure among the media for 10- to 64-year-olds in  Most media outlets are privately owned, with the exception of government- owned and the Philippines at 81% (PSA, 2015b). Many Filipinos also perceive TV as a trusted source of controlled TV and radio networks information  TV (81%) and radio (65%) are the most popular media. TV is the main source of  Radio can also make a significant contribution with a daily exposure of 26.3% information.  There were 86.98 million social media users in the Philippines in the early 2024. STRATEGY FOR RURAL AREAS  The number of social media users in the Philippines at the start of 2022 was equivalent to  mix of traditional and contemporary media, such as television and social media, may be used 73.4% percent of the total population to reach urban areas, the youth, and higher income groups.  The Philippines is also one of the “heavy” social media users in the world with (as of 2024)  Radio remains to be highly pervasive more than 87.7 million Filipinos as Facebook users  Film or video showing also continues to be popular in these communities.  School children can best be reached via television  Interpersonal and group communication, with the use of sociocultural settings.  Broadsheets are popular among policy and decision makers  The local dialect is used more than Filipino (Tagalog).  Policy Making refers to the making or formulation of a particular plan or course of action by the government or an organization. COMMUNICATION MEDIA  Decision Making refers to the act or process of selecting a particular plan or course of action The journalism in particular played a significant part in the nation's quest for political freedom from a set of alternatives. and independence.  The country continues to face the challenge of addressing the so-called culture of impunity in the killing of journalists, which has continued even after the restoration of democracy. THE PHILIPPINE COMMUNICATION SYSTEM  RSF said the Philippines is one of the most deadliest countries for journalists. presents a unique model in the ASEAN region  It has been reported that around more than 199 journalists have been killed since the last 30 always operated on a free enterprise and commercialized system years. began to be criticized for being rambunctious and sensational  In terms of medium, most journalists who were killed most were from radio, followed by print. developed a consumer society pre-disposed to Western tastes and standards There were some journalists killed who worked in various media (mixed platforms), and a few provided the form for freedom of expression from television. THE PRE- SPANISH ERA MEDIA CONSUMPTION TRENDS Ancient Filipinos wrote on the barks of trees, on leaves and bamboo tubes TV - 81% using pointed instruments such as knives and other sharp tools and the colored saps as ink RADIO - 52% Umalohokan - goes around the community (barangay) to make public announcement BROADSHEETS (MEGA MANILA) - 12% TABLOIDS (MEGA MANILA) - 25% Forms of literature: BROADSHEETS (NATIONAL URBAN) - 9.4%  Sabi (maxim) TABLOIDS (NAIONAL URBAN) - 16.3%  Bugtong (riddle)  Kumintang (war song) of the Tagalogs  Philippines is ranked 10th in Asia-pacific region in terms of the social media penetration rate  Tutul (folk tale) among 15 countries  Darangan (epic poetry) of the Maranaws  Behind China (74.2)%, Japan (78.1%) and South Korea (93.4%)  Hudhud (wedding song) of the Ifugaos  Philippines came in first in daily time spent using the internet, logging in an average of 10 hours and 56 minutes. This was also higher than last year’s average of 9 hours and 45 minute The westernization of the Philippines signaled the beginning of an er characterized by a continous (2021) diffusion of Western values, traditions and technology into the country.  According to the Digital 2022 report, Filipinos aged 16 to 64 spent an average of 4 hours and 6 minutes using social media each day within the past 12 months. The Philippines was the 3rd most active country on social media. Japan is leading being the 1st place followed Mexico as the 2nd place.  According to a survey conducted by Rakuten Insight in November 2020, 37% of respondents in the Philippines stated that the time they spent sending SMS CC 103 - COMMUNICATION, CULTURE AND SOCIETY THE SPANISH COLONIAL RULE (1521-1898) The first newspaper was established in the Philippines in 1811. Julian Felipe  Composed the Marcha Nacional Filipina now Lupang Hinirang Del Superior Govierno  published with the Spanish Governor General himself as editor Francisco Balagtas  focusing primarily on news from Spain  Florante at Laura - spreads discontentment with Spanish rule La Esperanza (1846) Folk media:  first daily newspaper  Cenaculo  Balagtasan  dealt with non-controversial subjects such as religion,science and history  Pastores  Balitao  Pasyon  Duplo Diario de Manila  Awit and corrido  best edited newspaper  supressed by the Governor General after 38 years of publication for allegedly inciting the THE AMERICAN COLONIAL PERIOD (1898-1946) Filipinos to rebel against the Spaniards New newspapers: (all based on religious and political partisanship) EL Ilocano  first local (regional) publication (1893)  The Manila Times (1898)  The Bounding Billow and Official Gazette (1898) El Hogar  Manila Daily Bulletin (1900)  first publication for and by women  Philippine Free Press (1908) Elitist The Philippine Herald (1920)  Philippine newspapers origin, published and written by so called ilustrados and read by  pro- Filipino newspaper the same group  Manuel L. Quezon - later became the president of the Philippine Commonwealth Kalayaan (1898)  Nationalistic newspapers during the period did not last long due to American suppression of  advocated political reforms nationalistic journalism and literature  official organ of the Katipunan  reason for the exponential growth of the Katipunan (from 300 members it became 30,000) Sergio Osmeña  El Nuevo Dia or The New Day along with Rafael Palma and Jaime C. de Veyra La Independencia (1898)  Americans suspended the paper twice and threatened the staff with deportation  most widely read newspaper at the Revolution Sakdal Others:  threat to the American rule after the capture of Gen. Emilio Aguinaldo La Libertad (1898)  this attacked American abuses and became an instant hit with the masses El Heraldo de Iloilo (1898)  became a political party They also used literature music and arts. Benigno Ramos (founder)  Ramos became a cult hero for attacking regressive taxes, big government and abusive Andres Bonifacio capitalists and landlords  wrote Kartilya (revisedn by Emilio Jacinto), Pag- Ibig sa Tinubuang Lupa Talinhaga Apolinario Mabini  or symbolism  wrote True Decalogue  uniquely Filipino way of expressing protest Juan Luna & Felix Resurrection- Hidalgo Zarzuelas  through the mastery of the palette  a propaganda pieces  keep the idea of independence burning among their countrymen CC 103 - COMMUNICATION, CULTURE AND SOCIETY Juan Abad  within its Faculty of Philosophy and Letters (now Faculty of Arts and Letters)  Caught and jailed  makes the Philippines the first in Asia to offer a formal degree in journalism/  Nationalist writer communication  Tanikalang Ginto and Isang Punlo ng Kaaway Norman Reyes  broadcast journalist, former war correspondent Broadcasting (1922)  anchored Voice of Freedom  three (3) radio stations were established by an American national  He demonstrated what radio can do in keeping the morale of the Filipino people during  became four stations when World War II broke out World War II.  first radio stations either owned by department stores  Others: for entertainment JAPANESE OCCUPATION  When World War II started, all publications except those used by the Japanese were KZRC (1929) disbanded  first provincial radio station in Cebu City  originally aired by KZRM Manila Tribune, Taliba and La Vanguardia  allowed to publish under regular censorship by the Japanese Imperial Army Films  in the PH preceded broadcasting by almost 20 years Osaka Mainichi Publishing Company  first movies appeared in 1904  It’s function is to "control, direct, supervise and coordinate all information and publicity  5 years later, two Americans produced two silent movies about Jose Rizal's life of the Japanese- sponsored government"  Early movies - portrayed nationalism and Filipino heroism during the Spanish regime Local movies "Underground Papers"  "adult"  "alternative media"  contained realistic plots and acceptable characterizations during the next decades  typewritten,  mimeographed  provide the people with counter informations 1929 - movie censorship was introduced Vodavil Board of Censorship for Moving Pictures  stage shows "prohibit the exhibition of films perceived as immoral and contrary to law and good customs or  colorful and varied injurious to the prestige of the government or people of the Philippine islands"  alternative medium  comedians who dared to make fun of the Japanese invaders were incarcerated in Fort Name changes: Santiago  Board of Review for Moving Pictures (1938)  Board of Censors for Motion Pictures (1961) Gen. Carlos P. Romulo  Board of Review for Motion Pictures and Television (1981)  Philippine Herald (editor)  Movie and Television Review and Classification Board (1985- present)  won the Pulitzer Prize for Correspondents in 1942  first Filipino to win this coveted prize The commercial media system introduced by the Americans inevitably led to the introduction of the advertising and public relations professions in the country. Philippine Publicity Service, Inc. (1921)  first recorded advertising agency in the country Florentino Garriz (1929)  founded the first Filipino owned agency, the Philippine Advertising Bureau First communication program  1936  University of Sto. Tomas (UST) CC 103 - COMMUNICATION, CULTURE AND SOCIETY MAIN REASONS FOR USING SOCIAL MEDIA 1. Keeping in touch with friends and family - 50.3% 2. Filling spare time - 37.8% 3. Reading news stories - 34.5% 4. Finding content (e.g. articles, videos) - 30% 5. Seeing what’s being talked about - 28.6% 6. Finding products to purchase - 27% 7. Finding inspirations for things to do and buy - 26.9% 8. Watching live streams - 23% 9. Watching or following sports - 22.9% 10. Sharing and discussing opinions with others - 22.4% 11. Making new contacts - 22.3% 12. Seeing content from your favorite brands - 22.1% 13. Work-related networking or research - 21.8% 14. Following celebrities or influencers - 19.7% 15. Posting about your life - 19.5% SOCIAL MEDIA APPS: ACTIVE USER INDEX 1. YouTube - 100 2. WhatsApp - 84.9 3. Facebook - 82.7 4. Instagram - 69.6 5. Facebook Messenger - 50.1 6. TikTok - 44.7 7. Telegram - 32.3 8. Snapchat - 24.1 9. X (Twittet) - 21.6 10. Pinterest - 18.7 11. Discord - 11.4 12. Linkedin - 11.2 13. Line - 7.1 14. Threads - 6.6 15. Reddit - 6.0 FAVORITE SOCIAL MEDIA PLATFORMS 1. Instagram - 16.8% 2. Whatsapp - 15.9% 3. Facebook - 13.6% 4. Wechat - 12.4% 5. TikTok - 7.6% 6. Douyin - 6.8% 7. X (Twitter) - 3.1% 8. FB Messenger - 2.4% 9. Telegram - 2.4% 10. Line - 1.9% 11. Pinterest - 1.6% 12. Kuaishou - 1.5% 13. Snapchat - 1.3% 14. Xiaohongshu - 1% 15. Imessage - 0.9%