MIL Midterm Reviewer PDF

MIL MIDTERM REVIEWER COVERAGE I. Introduction to Media and Information Literacy A. Media vs Information vs Technology Literacy B. The Importance of Literacy II. The Evolution of Media A. Traditional vs New Media B. Prehistoric, Industrial, & Electronic Age III....

MIL MIDTERM REVIEWER COVERAGE I. Introduction to Media and Information Literacy A. Media vs Information vs Technology Literacy B. The Importance of Literacy II. The Evolution of Media A. Traditional vs New Media B. Prehistoric, Industrial, & Electronic Age III. Media Theories A. Agenda-Setting Theory B. Spiral of Silence C. Uses and Gratifications Theory D. Cultivation Theory E. Framing Theory F. Media Dependency Theory IMPORTANT FILES Introduction to Media and Why is Literacy Important? The Evolution of Media Information Literacy (Slides) (Slides) (Slides) Evolution of Traditional Media Theories (Drive) Mock Test Media to New Media (Slides) INTRODUCTION TO MEDIA AND INFORMATION LITERACY MEDIA VS INFORMATION VS TECHNOLOGY LITERACY Media Content + Medium = Media Know What, Know How, Know Why UNESCO’s 5 Key Elements of Media Literacy: 1. Understand the role of media and functions of media in democratic societies. 2. Understand the conditions where media can fulfill their functions. 3. Critically evaluate media content in the light of media functions. 4. Engage with media for self-expression and democratic participation.  5. Review skills (including Information Communication Technologies or ICTs) needed to produce user-generated content. Keywords: Communication, skill E.g. Images, pictures, videos, news articles, artwork, aesthetics, etc. Information Content Know What, Don’t Know How UNESCO’S 7 Key Elements of Information Literacy: 1. Define and articulate information needs 2. Locate and access information 3. Assess information 4. Organize the information 5. Make ethical use of information 6. Communicate information 7. Use ICT skills for processing information Information Competencies [ PIC Acronym ] : Prospecting: The ability to locate relevant information, to sift it, to sort it, and to select it. Interpreting: The ability to translate the data and information into knowledge, insight, and understanding. Creating new ideas: Developing new insights Keywords: Content, knowledge E.g. Knowledge assembly Technology Medium Know How, Don’t Know What 5’S Definition of Technology Literacy: The ability to responsibly use technology to… Communicate Solve problems Access, manage, integrate, evaluate, design and create information to improve learning in all subject areas. Acquire lifelong knowledge and skills in the 21st century ISTE’S 6 Standards of Technology Use:  1. Creativity and innovation: Demonstrate creative thinking, construct knowledge, and develop innovative products and processes using technology. 2. Communication and collaboration: Use digital media and environments to communicate and work collaboratively. 3. Research and information fluency - Apply digital tools to gather, evaluate and use information. 4. Critical thinking, problem-solving, and decision-making: Apply critical-thinking in the use of digital tools and resources to plan and conduct research, manage projects, solve problems, and make informed decisions. 5. Digital Citizenship: Understand human, cultural, and societal issues related to technology, and practice legal and ethical behavior. 6. Technology operations and concept: Demonstrate a sound understanding of technology concepts, systems and operations. Keywords: Tech, tools, innovation, digital E.g. Ability to adapt to and utilize innovations THE IMPORTANCE OF LITERACY To be intellectually critical To decode and have a deeper To empower in order to in interpreting the things that understanding of how things effect change to yourself and you see and experience. are how they work. others. THE EVOLUTION OF MEDIA TRADITIONAL VS NEW MEDIA Traditional Media New Media (Through Established Channels) (Through Digital Channels) Definition: Definition: Refers to traditional means of Refers to content that is organized communication and expression that and distributed on digital have existed before the advent of the platforms. internet. It enables and enhances interaction It is easy to consume, enforces wider between users, and like Traditional education, promotes general Media, is also easy to consume and knowledge, and is generally trusted. enforces wider education. Examples: Examples: Television Social Media (Facebook, Twitter, Radio Youtube) Newspaper Search Engine Marketing (SEM) Billboard Search Engine Optimization (SEO) Direct Mail Blogs PREHISTORIC, INDUSTRIAL, & ELECTRONIC AGE Prehistoric Definition: Times During prehistoric times, only those at the top had practical access [ 200,000-4,000 to a number of powerful forms of media. BCE ] The period typifies the more permanent forms of media such as painting on cave walls. Key Idea: Mostly touchable, tactile, and more permanent forms. E.g. Rock carving, song, music, and dance, language and orientation, body art, jewelry, mythology, cave painting, sculpting, pottery, megalithic literature, etc. Industrial Age Definition: [ 1760-1929 CE ] This period of history encompasses the changes in economic and social organization that began around 1760 in Great Britain and later in other Countries. Industrial age is defined by mass production, broadcasting, the rise of the nation state, power, modern medicine, and running water. Key Idea:  Mostly involves products or forms of mass communication. E.g. Radio, television, telegraph, printing press, typewriter, newspaper, letters, etc. Electronic Age Definition: [ 1930-Present ] Electronic age is called an era of instant communication. It was at this stage when a global village emerged. The term “global village”, coined by Marshall McLuhan in the early 1960s, has been used to express the idea that people throughout the world are interconnected through the use of new media technologies. Key Idea: Mostly intangible, multimedia E.g. Apps, social media, the internet MEDIA THEORIES AGENDA-SETTING THEORY [ What one thinks about is a direct result of a the media’s agenda ] DEFINITION Main Idea: The Agenda-Setting Theory posits that the media shapes what the masses think about—that it emphasizes, reinforces, and popularizes certain matters or events, and  in doing so increases social consensus, and the priming of attitudes, opinions, and behaviors. In other words, the Agenda-Setting Theory takes ‘reality’, selects, omits, and frames certain parts of it, and thus creates an agenda or ‘media reality’, and henceforth affects the ‘public perception of reality’. TYPES OF AGENDA-SETTING Media Agenda-Setting When the media determines the importance of matters or events by deciding which ones to include in the bulk of their content. Here, it is the media that enforces agenda setting. Public Agenda-Setting When the public decides how important a particular matter or event is by responding reactively (via liking, commenting, and sharing certain posts). Here, it is the masses that enforce agenda setting. Policy Agenda-Setting When public policy-makers determine an agenda to report on, which is usually based on the media agenda and public agenda. In other words it is the response to media agenda setting and public agenda setting. 3 LEVELS OF AGENDA SETTING 1. First level When the media sets its desired agenda and its overall objectives. It evaluates the importance of one matter over others, and as a result either popularizes or negates it. E.g. Objective to spread awareness on the Alice Guo situation, leads to reporters who publish articles about it online. 2. Second level When the focus switches from "what" the media wants the public to focus on to "how" they might influence public opinion. E.g. Tone of headlines and visuals in news articles which could imply a positive or negative connotation, or remain neutral, and in doing so, affect the viewer’s perception of the matter.  3. Third-level When the media mentions two matters together, the more likely the public may associate them as interconnected. E.g. The association of Alice Guo with being a fugitive politician. KEY CONCEPTS (AFPG Acronym) Accessibility The ability to obtain information easily, and is directly determined by a matter’s frequency and prominence across platforms. Framing How information is contextualized to shift public opinion through the selective control of elements. Priming The process by which an agency’s standards or values determine the salience or conspicuity of a certain matter. Gatekeeping How information is controlled and what aspects of it are either disclosed or omitted based on its ‘newsworthiness’. IMPLICATIONS IN CONTEMPORARY MEDIA Advantages: Influence on Public Awareness: Highlights how the media plays a crucial role in raising public awareness of important issues. This can further shape societal priorities by guiding what the public views as pressing problems, which can ultimately lead to collective action or change in general. E.g. Continuous media coverage of climate change can make it a priority issue for both the public and policymakers. Disadvantages: Media Bias and Manipulation: One of the downsides is the potential for media outlets to intentionally shape public opinion based on their own biases or what they think is currently important. E.g. If certain news outlets choose not to cover climate change, the public may underestimate its urgency. Difficulty to Measure the Impact:  Even if the theory does measure the impact through the influences of their thought process, it is still unknown how effective it was to their thinking so there will not be accurate data on its influence if ever. SPIRAL OF SILENCE [ One’s willingness to express their opinions is based on its popularity or unpopularity ] DEFINITION Main Idea: The Spiral of Silence states that people’s willingness to express their opinions on controversial public issues is affected by their unconscious perception of those opinions as being either popular or unpopular. It also depicts Media Hegemony; the concept that a single unanimous perspective dominates and stifles diverse atypical opinions. 3 LEVELS OF THE SPIRAL OF SILENCE 1. Top of the People at the top feel confident in expressing their views because Spiral they believe they are in the majority. 2. Middle of the People in the middle may express their views, but they may be Spiral hesitant or cautious.  3. Bottom of the People at the bottom are less likely to express their views due to Spiral fear of social isolation or rejection, as they believe they are a part of the minority. IMPLICATIONS IN CONTEMPORARY MEDIA Cancel Culture: Fear of Backlash and Public Shaming: People may avoid expressing unpopular or controversial opinions out of fear for being canceled or subjected to harsh public criticism. Cancel culture magnifies this dynamic because the consequences of speaking out—losing friends, followers, jobs, or reputations—can be more immediate and severe. Perception of Dominant Opinions: As more people stay silent to avoid being canceled, it creates a feedback loop, meaning the fewer dissenting views that are expressed, the stronger the perceived consensus becomes. Because people see others being canceled for their opinions, they become more attuned to what the perceived “majority” believes. The Power of Being Anonymous: Some individuals even bait others into arguments just to stir controversy and boost engagement. This is one reason why the spiral of silence theory is often debated in the context of online behavior. Some people, taking into consideration their personality, generally just enjoy being a “hater” and since they’re unknown, they take advantage of this. DEBATE ON THE THEORY’S VALIDITY Counter Arguments: The Internet as a Platform for the Spiral of Silence: Younger, tech-savvy generations are more likely to express opinions online, fostering a more reciprocal approach. The Era of Social Media: The internet and mobile devices now enable two-way communication, allowing the public to participate actively and express their views more freely. The Rise of Journalism and Digital Media: Although traditional media jobs are declining, citizen journalists play a role in shaping news and expressing opinions. USES AND GRATIFICATIONS THEORY [ One actively seeks out specific media to satisfy certain needs ] DEFINITION Main Idea: The Uses and Gratifications Theory proposes that people choose to consume certain kinds of media because they expect to obtain specific gratifications as a result of those selections. It views its agents as active users in media consumption, as it posits that they are in control of what they choose to consume, thus it explores ‘what people do with media’ and NOT ‘what media does to them’. 2 MAIN PRINCIPLES REG. MEDIA CONSUMPTION 1. Media users are ACTIVE in selecting the media they consume. 2. Media users are AWARE of their reasons for selecting different media options. 5 ASSUMPTIONS ABOUT MEDIA CONSUMPTION 1. Media use is motivated and goal-oriented. I.e. There is always a reason for people to consume media, whether it be a habit or entertainment. 2. People will select media that will satisfy their specific want or need. E.g. Going on YouTube for a movie review on Interstellar. E.g. Going on CNN to read the latest news articles on the ongoing wars in the Middle East. 3. Media use is driven by individual, social, and psychological factors.  E.g. Escapism - watching a Kdrama on Netflix to escape a stressful school or work environment. E.g. Social interaction - people liking, commenting, and reposting a celebrity’s latest IG posts. 4. Media is in competition with other forms of communication for an individual’s attention. E.g. One may choose to have an in-person conversation about an issue instead of watching a documentary about that issue. 5. People are usually in control of media usage, therefore they are not influenced by it. E.g. CATEGORIES OF MASS COMMUNICATION Diversion or Escapism Pertains to the use of media for stimulation, relaxation, or emotional release. E.g. Video games or virtual worlds (Roblox, Minecraft, etc.) Personal Relationships Pertains to mass communication as ‘substitutes’ of real, interpersonal interaction. E.g. Online meetings via Zoom during the pandemic Personal Identity Pertains to an association with characters in media and learning their values or behaviors E.g. Embodying Barbie’s “I can be anything!” mindset Surveillance Pertains to the coverage of extensive topics in order to satisfy one’s need for information E.g. Daily news from the Viber INQUIRER Community SOCIAL & PSYCHOLOGICAL NEEDS GRATIFIED BY MEDIA USAGE (CAIST Acronym) Cognitive Needs The need to acquire information Affective Needs The need to have aesthetic/emotional experiences  Integrative Needs The need to strengthen confidence, status, and credibility. Social Integrative The need to strengthen relationships Needs Tension Release Needs The need to relax/escape through lessening the awareness of oneself IMPLICATIONS IN CONTEMPORARY MEDIA Significance in Modern Times: Explains why people adopt new mediums, hence one can see how and why different types of media die out and why some endure. Through algorithms, consumers can curate their own media experience with the things they choose to consume. The blame falls completely on the consumers for what happens during their process of using media. CULTIVATION THEORY [ One lives in the world of the media they consume ] DEFINITION Main Idea: The Cultivation Theory suggests that long-term exposure to media has a lasting effect on the way consumers perceive the world and conduct themselves in real life.  Depending on the media, it can have positive or negative effects on their thoughts, opinions, perceptions, and actions. KEY CONCEPTS Mean World Long-term exposure to horror and gore, to the extent that people Syndrome view the world as more dangerous than it really is. Kind World Syndrome Long term exposure to positive media makes us better, happier people. Television Perspective Viewers of television view the world in a distorted manner. Mainstreaming Consistent exposure to similar media leads people to have similar perspectives. IMPLICATIONS IN CONTEMPORARY MEDIA Examples of Implementation: Sex and Nudity in Media: For a long time, nudity and sexual implications have been used in advertising as a way to grab buyers’ attention and make products look more appealing. There is a correlation between exposure to this kind of media and viewing the world in a very sexualised way. E.g. An ad from Burger King with the caption “It’ll blow your mind away” featuring a woman posed in a suggestive manner with their new 7 inch sandwich. Hopecore: An online trend in which people post wholesome media to inspire a more positive outlook on life. Positivity and helping others activates areas of the brain responsible for reward systems. E.g. Content that inspires viewers to help others achieve the same thing. An example of this can be a TikTok post with a photo that says “I can do this!” or “I have no enemies!”. FRAMING THEORY [ One’s decisions depend on how media is presented to them ] DEFINITION Main Idea: The Framing Theory proposes that individuals make decisions based on how an issue is presented, rather than on the facts presented. It is a cognitive default to be attracted to an option that is more positively presented, or framed. THE FRAMING EFFECT: WHY DOES IT HAPPEN? We Avoid Loss Prospect Theory—the way something is framed can influence the certainty that it will bring either gain or loss. Our Brain Uses Availability Heuristic: The tendency to use information Shortcuts or that comes to mind quickly and easily when making “Heuristics” decisions about the future. Affect Heuristic: A shortcut that relies heavily upon one’s emotional state during decision-making, rather than taking the time to consider the long-term consequences of a decision. IMPLICATIONS IN CONTEMPORARY MEDIA Examples of Implementation: Advertisements/Online retailers: Incorporate framing into marketing strategies to effectuate sales.  E.g. The reselling of wooden tables: Old (used/aged) vs. Vintage (nostalgia, timeless quality). Safety Campaigns: Utilize framing to emphasize the gravity of risks and hazards E.g. Seatbelt safety: light-hearted; frame is about personal choice and law compliance vs Intimidating; frame is fear-based involving stakes of life and death. Political News Stations: Establish framing methods to engender a positive or negative connotation in the portrayal of political figures. E.g. News reg. President Trump: Fox News; “Trump defends reaction to virus outbreak” (positive) vs CNN; “Experts, aides tried to warn Trump of Coronavirus threat.” (negative). CONSUMERS’ APPROACH How to Avoid Falling Victim to the Framing Theory: Acknowledge the Risks: Be educated about the risks of framing theory and be cautious whenever viewing any form of media. Once you know how frames can be manifested in different ways, you will know what to look out for Do Your Research: Before purchasing a product or looking at posts or articles about a topic, you must do your own research about these things for you to know the truth, and not believe a manipulated/transformed version of the reality Analyze Your Reasoning: Change your perspective to be intellectually critical about the media we consume Ask yourself: ○ Why does this product appeal to me? ○ Why am I inclined to buy this product? ○ Why does the 80% fat-free frozen yogurt sound better than the 20% fat one? MEDIA DEPENDENCY THEORY [ The more one consumes media, the more they regard it as valuable ] DEFINITION Main Idea: The Media Dependency Theory states that the more an individual relies on a particular media to satisfy their needs or achieve their goals, the greater its importance and influence will be to that person. It therefore highlights the dynamic relationship and internal link between media, its target audience, and the larger social system. It is also considered to be the first mass communication theory that actively involves the audience as a vital part in the communication process. IMPLICATIONS IN CONTEMPORARY MEDIA Effects of Media Dependency: Cognitive: The cognitive effect lies within the capacity of the media to change its audience’s attitudes, beliefs, and values as it can frame or shift people’s mindsets, or bring light to certain issues due to increased awareness. Affective: As for its affective effects, it can inculcate fear or anxiety regarding, for example, living in certain neighborhoods as a result of overexposure to news reports about incidents of violence in such areas. Behavioral: Finally, for behavioral, one’s practices may shift due to their exposure to media. An example of this would be someone deciding not to vote in political elections due to the overstimulating and controversial media that they are exposed to. — YOU MADE IT TILL THE END! CONGRATULATIONS! ♡ If you have gone through the material with the intent to know and understand it well, then all that’s left is to have a little more faith in yourself that you’ll pass the exam with flying colors, because you definitely will! Whatever the outcome may be, you either win or you learn, so keep at it!