Broadcasting Principles Course Outline PDF

Broadcasting Principles 1st Semester | A.Y. 2024-2025 COURSE OUTLINE News production – content and History format Historical milestones in radio, Production br...

Broadcasting Principles 1st Semester | A.Y. 2024-2025 COURSE OUTLINE News production – content and History format Historical milestones in radio, Production broadcasting, digital platform TV Production Techniques Key players in broadcast industry TV Programming Revolution Marketing Six information revolution Sales and advertising McLuhan’s map of media history Ratings The Fourth revolution New Media Business Social media Broadcast as a business venture Rise of influencers Economic performance Artificial Intelligence and Machine Making work and workers Learning productive Impact on industry and society Corporate social responsibility Final Organization Broadcast news programs Broadcast models Website Types of organization Entertainment program Impact on content Radio Format - Programming Journalists as Politicians: The Power of Modes of production the Broadcast Media in the Philippines | Digital Transnational Institute Internet as a mass medium\ Rise of online radio and broadcasting Regulation Broadcast Code of the Philippines Ethics New Broadcast news Principles of Journalism Broadcasting Principles 1st Semester | A.Y. 2024-2025 Abrupt and radical 4th Industrial Revolution Agrarian Revolution By Klaus Schwab from foraging to farming domestication of animals rise of urbanization and cities Industrial Revolution 1st - 1760 to 1840; triggered by railroad construction and invention of steam engine 2nd - late 19th cent. to early 20th cent.; mass production, advent of electricity and assembly line 3rd - computer or digital revolution ○ 1960s - development of semiconductors, mainframe computing ○ 1970s-80s - personal computing ○ 1990s - internet ○ 4th - builds on digital revolution; more ubiquitous and mobile internet, smaller and more powerful and cheaper sensors, and by AI and machine learning It is critical that we invest attention and energy in multistakeholder cooperation across academic, social, political, national and industry boundaries Broadcasting Principles 1st Semester | A.Y. 2024-2025 These interactions and Key developments: Invention of the collaborations are needed to create printing press by Johannes Gutenberg. positive, common, and hope-filled narratives, enabling individuals and Began in Europe in 2nd half of 15th groups from all parts of the world to century participate in, and benefit from, the China invented paper ongoing transformations. Johannes Gutenberg created orienting press First oriented books was Bible Writing Revolution Printing marked the start of the modern world Began in Greece on the 8th century Impacts B.C. Democratized knowledge by making 1st writings were etched inside books and other printed materials caves and on stone more accessible to the general Soon, clay was discovered and used public as a writing platform in Egypt; Spread of literacy, the reformation, papyrus was used the scientific revolution and the Writing was used to store knowledge enlightenment. so knowledge was not bound by Printed media became a powerful memory tool for shaping public opinion and Impacts disseminating new ideas. Recording of information beyond the limits of human memory Preserving and transmitting Mass Media Revolution knowledge across generations Creation of literature, legal codes, Time period: 19th and early 20th centuries and the ability to maintain complex Key developments: The rise of bureaucracies and civilizations mass-circulation newspapers, magazines, and, eventually radio and television. Impacts Printing Revolution Allowed information to be distributed Time period: 15th century to large audiences simultaneously Broadcasting Principles 1st Semester | A.Y. 2024-2025 Literacy became accessible to Emphasized the power of media to everyone and not just a privilege for not only inform but also to entertain the rich and influence cultural norms and Played a crucial role in shaping values public opinion, culture, and national identity Marked the beginnning of modern advertising and the influence of media conglomerates. Communication toolshed home Entertainment Revolution revolution Time period: early to mid-20th century Time period: mid to late 20th century Key Developments: The growth of Key developments: the advent of personal entertainment media influencing film, radio, communication devices like the telephone, and television television and eventually personal computers. Began in Europe and america toward end of 19th century Our information and entertainment Newspaper and magzine were accessible inside the home printed and sold cheaply Telephone bradcasting, recording Sensational tabloid improved printing technology, mail Plagiarism was common services Radio broadcasting was the “in” Impacts mass media Allowed individuals to access Beginning of boom of entertainment information and communicate with others from their homes. Impacts The rise of television brought the Dominant form of media content world into people’s living rooms, Movies, radio dramas, and television creating a shared experience of shows are becoming central to national and global events people’s daily lives Broadcasting Principles 1st Semester | A.Y. 2024-2025 Personal computers and the internet further expanded access to Broadcasting Principles information and communication. Journalists as Politicians: The Power of the Information Highway revolution Broadcast Media in the Philippines Time period: late 20th century to the Proverbial guns, goons and gold - present staple ingredients in Philippine Key developments: The development of elections the internet and digital communication Fiesta season during the campaign technologies. season ○ Politicians transport movie Convergence of computer, and TV stars to remote broadcasting, satellite, and visual corners of the country, for technologies political rallies and entertain Portable mass media tools the electorate with celebrities Cellphones and smartphones people know and recognize Internet, social media ○ There will more stars on the Interactivity campaign trail Closing the distance We are talking here of stars from the Impacts world of broadcast journalism. In May The Internet revolution has 2001, Filipinos will be seeing an transformed how information is unprecedented number of broadcast created, shared, and consumed journalists running for elective Made information more accessible positions from senator to than ever before, enabled new forms congressman to mayor and governor. of social interaction through social ○ Newscasters and reporters media, and created a global ○ Radio commentator and marketplace for ideas. anchorperson of TV patrol Led to challenges such as Only 12 will be elected from what will information overload, privacy likely be a field of more than 50. concerns, and the spread of Filipinos will vote for this candidate misinformation on the basis of popularity and Broadcasting Principles 1st Semester | A.Y. 2024-2025 name-recall is almost a foregone national dailies at one point shortly conclusion. after the EDSA People Power highest office of the land a former revolution that ousted Marcos. action star whose claim to fame is a Currently, we have almost ten series of movie roles in the 1950s national English and two Filipino and 1960s that portrayed him as a broadsheets, plus 17 tabloids printed champion of the downtrodden? out of Manila and circulated That broadcasters are running for nationwide. However, their combined public office, or even considering circulation is a paltry 1.5 million. the idea, is a testament to the Newspaper readership has power of the broadcast media. In suffered in the last decade. A the past several years, the broadcast study by the national census office media in the Philippines, specifically some years ago found that television, has grown tremendously in newspaper readership dropped reach and influence. from 1989 to 1994. Unfettered after nearly two decades What was the print media's loss of authoritarian rule, the media became the broadcast media's found itself writing and reporting gain. on just about anything under the It was ABS-CBN that benefited sun from corruption to crime and most from this explosion in the coups. But the proliferation of the broadcast sector. media did not always mean Filipinos The Lopez family, one of the were getting more information and wealthiest and most politically the fierce competition among influential families in the country, newspapers, radio and TV stations owns the broadcast network. led to excesses by the media A member of the clan was vice themselves. president to Marcos. When he When Ferdinand Marcos was declared martial law, Marcos ousted from power in 1986, ordered all newspapers and radio Filipinos woke up to a proliferation stations closed, including ABS-CBN of newspapers. From only three whose facilities were taken over by national newspapers during the the government and used for the Marcos years, this grew to 20 government station. Broadcasting Principles 1st Semester | A.Y. 2024-2025 In 1972, most of the Lopezes, communicator to enter the living political opponents of then President rooms of a huge mass of audience. Marcos, fled to the United States and Alger goes on to quote Jamieson and became exiles, along with the family Campbell that when viewers of Corazon Aquino. When Cory encounter news people face to face, Aquino became president in 1986, they tend to treat them as intimate one of her first acts was to return associates despite the fact that ABS-CBN to the Lopezes and they are total strangers. (Alger, jumpstart the resurgence of what Dean, The Media and Politics, was the Philippines largest Prenctice-Hall, New Jersey, 1989, network. p.65) Today, ABS-CBN has regained its This air of credibility and authority dominance over the country's television bestows on broadcast broadcast industry. journalists is not lost on our If there is one media company in the political leaders. Philippines that parallels the big Last April, President Joseph Estrada media conglomerates of the West, it appointed as his spokesman and is ABS-CBN. Press Secretary a lawyer who was, It would not be difficult to explain until then, the host of a public affairs why voters would be casting their program and head of the News and lot with broadcast journalists, Current Affairs Department of especially those from the most ABS-CBN. watched television station in the Estrada also appointed as press country. undersecretaries a broadcast Part of televisions power is the executive from a rival network, and sense of intimacy it fosters months earlier, a former news anchor between viewers and broadcast from another station. Last week, after journalist, seen almost night after President Estrada was accused by a night and, to borrow the phrase from close aide of accepting hundreds of the Robert Redford movie, up close millions of pesos from illegal and personal. gambling operations, it was these Television, wrote Dean Alger in his officials who faced the press to book Media and Politics, enables the Broadcasting Principles 1st Semester | A.Y. 2024-2025 provide reporters with the Presidents the media, whether as public affairs side of the story. hosts or radio commentators, Come May 2001, our press secretary preferably on ABS-CBN. once the head of the most influential We have at least three cabinet news organization in the country will secretaries and two senators with give up his post to run for the Senate. regular television programs. One The man who took over his position, congressman just signed up to host as News Chief of ABS-CBN, will an environmental show on an replace him for the job of press ABS-CBN subsidiary. Some have secretary. radio programs or are frequent What is clear to many by now is that guests in television or radio country's largest broadcast programs, whether news or network has the clout and power entertainment. not only to create stars, but more An ABS-CBN executive correctly specifically, to create political assessed what elections in the stars. Philippines have become. Elections No longer are broadcasters mere are like a trip to the grocery or channels of news and information supermarket, he said, where or catalysts of public opinion, they shoppers are deluged with so many themselves are becoming political choices of brand names for milk, players. beverages, soap or margarine. The In a country where political item backed up by the biggest advertisements in the media are advertising budget, the one most banned, a bill lifting this restriction is often seen in the media, is the one still being discussed in congress and people buy. broadcast journalists running for In the end, what they see is not political office are getting unfair always what voters will get. advantage. Analysts have lamented that news Because politics in the Philippines people who try their hand at politics has now become a popularity have fallen short of the people's contest more than a competition of expectations. Wrote media analyst party platforms, even politicians are Nestor Torre: Radio-TV news and falling over themselves to break into public affairs personalities love to Broadcasting Principles 1st Semester | A.Y. 2024-2025 make commentaries, criticize Credible Journalists public officials and solve the problems of the world - but, when Accuracy of the news they are voted into office and actually Journalists should be able to present have to look for viable solutions to information objectively, free from those problems, they fall short. personal biases. What is a disturbing thought is that Should be aware of their own beliefs politics has now gotten in the way and opinions, and make a of these broadcast journalists conscious effort to separate them work of delivering news that is fair from your reporting. and accurate. Maintain a neutral stance and give Their motives become suspect. It is equal weight to all sides of a story. bad enough that they work for a Diversity of voices company with its own sacred cows. Verifies and fact check Many of the Lopez companies are spared bad publicity by the network, Advantage of broadcast media in politics a company, they would not doubt, feel Sense of intimacy indebted to when they get elected. Name recall produces popularity Recently, one of these sacred cows Journalist are seen always in a good included the President himself whose light, therefore they gain an daughter married a scion of the advantage in joining politics Lopez family. Adding their own vested Level of credibility political interests in the brew could Knowledgable in issues mean broadcasters severely Political ads shortchanging the public. Structure of the network Note: - S and T refers to internal factors - W and O refers to external factors Broadcasting Principles 1st Semester | A.Y. 2024-2025 Should politicians become radio Media Responsibiities commentators and host public affairs program Our first obligation is to truth 1. Pros Our loyalty is to citizens - fact-check, verify, expand sources of 2. Cons information - Can easily manipulate information Maintain independence from those they cover Media’s awesome powers Serve as independent monitor of power - watchdog role Awesome’s power - shape how we think, A forum for public criticism, decide and behave in society compromise Constitutive parts of everyday life Make significant relevant, interesting Time spent on media CiTIZENS HAVE Main source of information RESPONSIBILITIES TOO Those with political and economic power seek it Media & Society - Taal’s eruption Rub elbows with powers that be Public solicits media’s assistance Provide update on developments, document Serves as fourth estate - watchdog tragedies, success stories One of most trusted institutions in Alert on impending threat, opportunity country Simplify complicated concepts Educate on do’s and don’ts Used for ‘collective coping’ (social media) Help find family, relatives Tell stories they survived Manage their feelings/memories by documenting and memorializing their experiences Participate in rescue operations (man, animal) promote public awareness Broadcasting Principles 1st Semester | A.Y. 2024-2025 shape public opinion Fear of physical and psychological influence decision makers violence mobilize support & resources Rise of alternative media – Mr & Ms, help direct relief operations, Malaya, UP’s Collegian manage hysterical and traumatized victims 1986 people power revolution provide first aid treatment, relief assistance in kind or cash. People power revolution of 1986 appeal for funds Radio Veritas, DZRJ’s Radyo Bandido as reliable source of news Media’s role in society - martial law and information Appeals for food and provisions From perspective of ruler – MEDIA Urgent calls for people to block CONTROL approaching tanks Helps manage messages Used to transmit or relay military Prevents alternative voice orders to military units in field Focuses on efforts to defeat enemies of state – Reds, politicians Radio Veritas’ role Ensures favorable media ownership Consistent with mission to promote Highlights needed changes in Gospel values of truth, justice, society – a partner in building ‘New freedom, and unit Society” Did more than merely document events; it participated in them Perspective of constituents Gave Church officials, opposition, Limits free movement, free speech rebel forces and other sectors Promotes fear or respect for opportunity to speak authority listeners made aware of their rights, Perspective of media responsibilities even as it advocated Limits media freedom – watchdog non-violence, peace role curtailed Subject to manipulation Broadcasting Principles 1st Semester | A.Y. 2024-2025 begs the question of the extent of regulation Duterte’s tirades vs media and self-regulation of companies providing these social media services Perspective of ruler Duterte’s threats, allegations – Public Impact media’s impact distracts his ‘strong style of governance’ publics may come to disbelieve all content – Perspective of media including journalism. ABS-CBN shutdown - loss of jobs The threat in itself sends a chilling People are then likely to take as credible effect on all media. whatever content is endorsed by their social Adversely affectsmedia freedom networks, and which corresponds with their Gov’t interference affects business hearts – but leaves out engagement with confidence their heads. This impact on the public is also especially Rise of fake news concerning for elections, and to the very idea of democracy as a human right. Disinformation - deliberate (often orchestrated) attempts to confuse or not necessarily to convince the manipulate people through delivering public to believe that its content is dishonest information to them true, but to impact on agenda setting (on what people think is important) Misinformation - misleading information and to muddy the informational created or disseminated without waters manipulative or malicious intent. purveyors of disinformation prey on the vulnerability or partisan potential of recipients whom they hope to enlist as amplifiers and multipliers people cannot afford to pay for quality journalism Broadcasting Principles 1st Semester | A.Y. 2024-2025 Media Impact Arab Uprising Non-compliance with professional standards Social media’s impact and ethics, compromising media credibility - crucial in organizing a core group vs and integrity authoritarian regime in Tunisia, Egypt, Libya Weak journalism - Exercise freedom of speech and as - Poor research, sloppy verification, a space for civic engagement sensationalism that exaggerates for communicating to the rest of the effect, hyper-partisan selection of world what was happening on the facts at expense of fairness ground - journalism faces the risk of being Arab Spring drowned out by the cacophony (noise) Societal impact - journalists risk being manipulated by - Changes in region’s entrenched actors who will mislead or corrupt authoritarian regimes journalists into spreading - variety of concessions – disinformation dismissal of unpopular - journalists can find themselves officials constitutional becoming a target of lies, rumours changes and hoaxes designed to intimidate Winners and losers of Arab Uprising and discredit them and their Egypt – divided people after Mubarak’s fall journalism Democratization a long process, will not solve all problems like poverty and corruption Foremost winners are Arab public, losers are status quo leaders, Al Qaeda forces Broadcasting Principles 1st Semester | A.Y. 2024-2025 Ensure SDGs are de-jargonized, SDGs impact in PH localize issues, translated into simple and actionable goals SDGs must not only be informative and accurate, these must also be compelling to make viewers’ screening experience worth their time. Public broadcasting system/model Under SDG 4 - near-universal Advantage primary enrolment rate of 94.2% in - Reinforce social cohesion 2017 - For all citizens, all members of the Under SDG 8 – one of society fastest-growing economies in Asia; - Make us understand all opinions ?? 6.2% in 2018;unemployment rate - Strengthen different cultures declined to 5.3% in 2018 - The more media we have, the better Under SDG 10 – Conditional cash for us transfer, expanded maternity leave, - LOSING CNN meant losing magna carta for persons with one democratic space disability - Promote informed democracy Under SDG 16 - BARMM Serve as an informed and Several principles for PSB/ knowledgeable watchdog. public service broadcasting model Report about the opportunities and 1. For all citizens, they must have challenges that exist in each sector access to this model so that reporting is done within a. Accessibility is important context, 2. Reflects diversity Track progress and share best a. Should offer variety of genre practices and that global b. Diverse programs and target development priorities should be 3. Offers quality content cascaded to the regional levels. Broadcasting Principles 1st Semester | A.Y. 2024-2025 a. Can introduce new genres b. Learn from the expertise and 4. Practice editorial independence from different experiences a. AUTONOMOUS MODEL and can now improve the b. delivery of public services 5. Financially independent a. Should have their own money to invest their own equipments 6. Demands creative and professional human resources 7. Adhere to strong accountability a. Must be transparent in budget etc. 8. PSB should have strategic partners and collaborations a. To build the network and to mandate it for all the citizens Marshall McLuhan's "The Medium is the Massage" Marshall McLuhan, a Canadian philosopher and communications theorist, coined the phrase "the medium is the message". This phrase emphasizes that the way information is transmitted is more significant than the information itself. McLuhan believed that media "massage" the brain, influencing our behaviours and perceptions. How Media Shapes Us The rise of digital technology has transformed us from consumers of information to active producers. Our ability to connect instantly and share information, like reviews of television shows, has reshaped social interactions. Broadcasting Principles 1st Semester | A.Y. 2024-2025 Increased exposure to digital technology has been linked to shorter attention spans, with conversations replaced by emojis and tweets. The Power of Media in Society McLuhan highlighted the role of media in understanding social and cultural changes, citing the 2011 Egyptian revolution as an example. Social media platforms like Facebook were instrumental in organizing protests and disseminating information during the revolution. McLuhan warned of the potential for surveillance and control through "electrical information devices", a prophecy realized through Edward Snowden's revelations about global surveillance programs. The Lasting Impact of Information McLuhan predicted the rise of a "One big gossip column" where information could be disseminated globally with no escape, foreshadowing the internet's impact on reputation and privacy. He argued that "real, total war" would transform into "information war", a concept made evident by the 2016 US presidential election, where online propaganda played a crucial role. McLuhan's insightful predictions about the internet and its impact on global communication, made before its existence, demonstrate his visionary understanding of the power of media. Marshall McLuhan and "The Medium is the Massage" Marshall McLuhan, a Canadian philosopher and communications theorist, coined the phrase "the medium is the message." This phrase suggests the method of communication is more influential than the content itself. McLuhan believed that media "massage" our brains, shaping our perceptions and behavior. Broadcasting Principles 1st Semester | A.Y. 2024-2025 The Transformative Power of Digital Media Digital technology has shifted our role from information consumers to active producers. Instant communication and information sharing, like television show reviews, have reshaped social interactions. Extensive exposure to digital technology has been connected to shorter attention spans; conversations are replaced by emojis and tweets. The Role of Media in Society McLuhan highlighted the power of media in shaping social and cultural change. The 2011 Egyptian revolution showcased the role of social media platforms like Facebook in organizing protests and disseminating information. McLuhan warned about the potential for surveillance and control through "electrical information devices," a prediction realized by Edward Snowden's revelations about global surveillance programs. McLuhan's Foresight and the Impact of Information McLuhan predicted a global "one big gossip column" where information could be disseminated without escape, a vision that foreshadowed the internet's influence on privacy and reputation. He argued that "real, total war" would transform into "information war," a concept clearly demonstrated in the 2016 US presidential election where online propaganda played a major role. McLuhan's accurate predictions about the internet and its impact on global communication, made before its existence, demonstrate his visionary understanding of media's power. Media Ecology Media Ecology is a theory that views media as an environment influencing human behavior. Broadcasting Principles 1st Semester | A.Y. 2024-2025 McLuhan coined the term "the medium is the message," highlighting how the medium itself, not just the content, shapes understanding. McLuhan argued that the medium's structure determines the message more than the content itself. Neil Postman further developed the concept in 1968, emphasizing the ecological nature of media: different media are interconnected and constantly evolve, impacting each other. Evolution of Media The Tribal Age relied solely on oral communication, with information shared around a central gathering place. The Alphabet Age revolutionized communication with writing, allowing information to be stored and accessed independently. The Print Age, ushered in by the printing press, enabled mass dissemination of information, leading to the development of mass communication. The Electronic Age marked a significant shift with the invention of the telegraph in 1850, enabling rapid and widespread information transmission. McLuhan believed the electronic age created a "global village," where communication became instant and globalized, bringing people closer together. Digital Age: The current era characterized by even faster and more instant communication through mobile devices, further enhancing the global village concept. Hot vs. Cool Media McLuhan categorized media into hot and cool based on the level of user involvement required for understanding. Hot Media provides high definition, requiring minimal effort from the user, such as print books, radio, photographs, movies, and lectures. Cool Media requires more active participation from the user to fill in gaps and interpret information, such as telephone conversations, cartoons, television, and seminars. Examples: Photographs present a high-definition image, requiring minimal interpretation, while cartoons use symbols that demand deeper engagement. Broadcasting Principles 1st Semester | A.Y. 2024-2025 Media Ecology Media Ecology examines the connection between media and human behavior Marshall McLuhan coined the phrase "the medium is the message" highlighting the influence of the medium itself beyond the content This emphasizes the structure of the medium impacting its meaning rather than the content Neil Postman expanded this theory, describing how the interconnection and evolution of different media forms create a media ecology Evolution of Media The Tribal Age was reliant on oral communication, with information spread around a central location The Alphabet Age began with the invention of writing, allowing for the storage and independent access of information This marked the beginning of written communication The Print Age introduced the printing press, enabling the mass distribution of information and giving rise to mass communication The Electronic Age began with the invention of the telegraph in 1850, allowing faster and extensive information transmission McLuhan believed this age created a "global village" with instantaneous communication bringing people closer together The Digital Age is defined by rapid and instant communication through mobile devices, further strengthening the "global village" concept Hot vs. Cool Media McLuhan classified media as "hot" or "cool" based on the user's level of involvement Hot Media offers high definition, demanding less user effort for understanding Examples include print books, photographs, movies, radio, and lectures Cool Media necessitates greater user participation to fill in gaps and interpret information Examples include television, cartoons, seminars, and telephone conversations Broadcasting Principles 1st Semester | A.Y. 2024-2025 Photographs provide clear images requiring minimal interpretation, while cartoons rely on symbols requiring deeper engagement Variety of programming - Television and radio feature State of programming in radio and numerous types of programming. television Unique purposes - Each category serves specific Shift to digital and on-demand purposes and appeals to different content interests. Audience fragmentation Cross-platform integration Factors that impact programming Rise of AI and automation Interactive and participatory content 1. Technological Personalization and data-driven 2. Economic programming Localization and globalization 3. Social Type of programming Documentary News Sports Educational Religious Talk show Broadcasting Principles 1st Semester | A.Y. 2024-2025 Success factors in programming AI refers to the imitation of human intelligence processes by machines, particularly computer systems Advantages AI excels in data analytics AI has a capacity for continuous operation Disadvantages Unable to replicate human emotion, The adverse effects of artificial particularly in live sports events intelligence in broadcasting Job displacement Overreliance on AI could hinder “CHATGPT, MAKE A RESEARCH human creativity PAPER REGARDING AI & BROADCASTING. Recommendations for improvement 1. Stick to your purpose 2. Trend Awareness 3. Encourage audience participation 4. ABS-CBN strategy a. Distribute to accross platforms Broadcasting Principles 1st Semester | A.Y. 2024-2025