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**1. Serves as a watchdog over government 2. Sets the public agenda
- Supports the free exchange of ideas information, and opinions**
The cornerstone of democracy is the unique privilege and responsibility of every citizen to be engaged throughvoting, public offices, representation in Congress and many other ways. For a society to be responsible and powerful, it must be informed. The free press, protected by the 1987 Philippine Constitutional, plays a critical role in ensuring that every citizen independent watchdog, charged with keeping governments, businesses and other orgs in check has constant access to important and trustworthy news. The press serves as the public’s
Many people believe the media has a conservative or liberal bias. Nevertheless, most professional journalists strive to be fair and unbiased in their reporting Media bias may be a reflection of how news organizations work as a business and make choices (impact, conflict, novelty and familiarity) about stories to cover to attract and hold viewers.
Staging - Press invited (i.e. press con) -> Allows the candidate to control what is said Spinning - Granting interviews "on/off-the-record” -> Allows candidate to persuade the public to perceive the issue in a certain way which helps the candidate Leaking - An unofficial release of confidential information to the media. -> to expose corruption, stir up support, spin the way an event is covered or gain favor with reporters)
Media Events - events that are staged by a political candidate primarily for the purpose of being covered — often scripted & limited in what will be reported. Sound Bites - 30 second sound clips used on TV to convey the message of an entire speech. Horse-Race Coverage – focus is on polling data and public perception rather than candidate policies. Advertising – Candidates rely heavily on media advertising in order to persuade the public for their vote.
sometimes referred to as the 4th branch of the government it's role is to serve as the WATCHDOG…watching over those who we elect to oversee our national and local governments on behalf of those they serve, the citizens. some believe that NOT ALL MEDIA IS OBJECTIVE and, in some cases, SHOW BIAS IN REPORT by either not covering something it doesn’t want the public to know or covering something in perhaps much greater detail than might be necessary. a KEY LINKAGE INSTITUTION between the people and policymakers. Brings political info to the public on a daily basis -TeV, radio, magazines, books, Internet, etc. HAS PROFOUND EFFECT ON PUBLIC POLICY because most people rely on the information from the media to make their choices in an election. If the media chooses not to cover something, then most people will never get that information.
Print Media - newspapers, magazines Broadcast Media - television, radio (public broadcast system & talk radio) Internet (New Media) - blogs & podcasts, social media (twitter, facebook, instagram)
Three essential roles:
However, we know that news organizations and the government itself comprise only a piece of the equation. To have a strong democracy and educated citizenry, it is up to us to take advantage of our opportunities to be engaged. I t is up to us to stay informed by reading newspapers, visiting their websites or accessing their news apps, and up to us to show up at the polls.
SOURCES
OF MEDIA
MASS MEDIA
BASIC MEDIA VOCABULARY
Media Influence on Public Opinions and Political Campaigns
ROLE OF FREE PRESS IN A DEMOCRACY
POLITICIANS INFLUENCE THE MEDIA
MEDIA BIAS
The Nature of Broadcast
Broadcast Strategies
Compatibility - affects scheduling, choice of program types and subject matters. The programmer studies the lifestyles of listeners and viewers to apply this principle. Habit Formation - Scheduling programs establishes tuning habits that eventually become automatic. This principle calls for stripping programs—scheduling them Monday through Friday at the same time each day. Audience Flow - The assumption that audiences welcome pre-selection of their programs most of the time accounts for strategies from the notion of audience flow (when one program comes to an end, another begins; and when programmers visualize audience members as flowing from one program to the next. Conservation of Program Resources - broadcast programming. Frugality must be practiced at every level and in every aspect of Mass Appeal - important strategy to allow broadcast stations adjust program appeals to meet audience needs. Broadcasters should not leave the race for ratings. Knowing the audience profile is an
Broadcast Program Appeals
Conflict - Every programs contain elements of conflict, characterized in terms of suspense. The audience would want to know who’ll to win in the battle of forces, or how the conflict will be resolved. Ego-involvement - refers to the connection a listener/viewer has with a program's content. Thus, dramas thrive when audience relate to the protagonists & begin to live their experiences vicariously. Sex. Sex and sex-related emotions constitute powerful appeals that radio and television exploit in many ways, but mainly through featuring sexy stars or personalities with oozing sex appeal. Self-preservation. Programs devoted to self-improvement and therapy are obvious examples of self preservation appeal, which hinges on concerns for safety, health, and wellbeing. Recognition. There is a certain appeal in recognizing important figures on radio and television. Recognition gives feeling of informed, thus, seems acquainted with the personality being interviewed. Curiosity. Wondering what’s next & having questions. This is related to the human interest appeal. a pleasant way to pass the time, or saves a vast numbers of audience from the intolerable state of^ Escape.^ Programs also consider the audiences’ need to escape momentarily from reality. This helps being bored. Magic, laughter, fantasy and other entertaining program elements are medicines to boredom.
What appeals do broadcast programs have in common? These are as follows:
The planning of a good broadcast program is always based on changes in public tastes, the rise and fall of trends, the decline of current fads and preoccupations. Social trends have something to do with program appeals.
TV Programming
The primary goal of of an audience targeted by advertisers. broadcast networks, local stations and basic cable networks is to maximize the size The primary goal of audience to entice advertisers with looking for those demographics. specialty cable networks is to attract the most viewers possible from its target The primary goal of a public television station is to provide alternative, educational and/ or informative programming.
Sex and Violence in the Media
Observational Learning Theory
Catharsis Theory
This is particularly timely as eyes are on Hollywood and the violent and sexy movies it makes.^ One of the more controversial areas of study of the media is what effect the media have on us.
suggests that rather than be harmful, violence in the media actually has a positive effect on society. The central assumption is that people, in course of daily life, build up frustrations. Vicarious participation in others' aggressions help release those tensions. In other words, every day we build up frustrations. Without a release valve we risk the chance of becoming violent, or at least aggressive. Ex. You do poorly on a test. Some jerk cuts in front of you on the freeway. You get home and your significant other, or a child, starts demanding your attention. You snap back by yelling or hitting. That counts as violence as much as shooting someone. It is only a matter of degree. The Catharsis theorist would say that by watching violence in the media you release some of that tension and are less likely to be aggressive or violent. But can you say the same thing about sex in the media?
Aggressive Cues Theory
Then there is the opposite view, that violence DOES have an impact. The central assumption is that e which will increase the probability of violence.xposure to aggressive stimuli will increase physiological and emotional arousal, violence gets the adrenaline juices in us flowing = makes us more edgy = increasing the chance of more aggressive or more violent. Aggressive Cues theorists are quick to point out that watching violence does not mean we'll always be more aggressive or violent, but it increases the chances. And the way in which the violence is presented will have an impact on us, too. If we can relate to the protagonist committing the violence, or if the violence is presented in a justifiable way, we can be led to aggressive behavior. If a bratty kid gets spanked in a media portrayal corporal punishment is acceptable under the right circumstances. If steelworkers see a show where steelworkers ‐‐clearly an aggressive and violent act‐‐ it sends a message that drink and brawl after work every day, they are more likely to accept that drinking and brawling are normal behavior.
Took the Aggressive Cues theory a step further. This theory says that people can learn by observing aggression in media portrayals and, under some conditions, model its behavior. If there are 50 ways to leave your lover, then there must be at least 49 ways to be violent or aggressive. And watching violent media portrayals will teach you new ways to be violent. Ever watch a morbid crime movie, where you spot where the criminal makes the fatal mistake? Ever catch yourself saying, "If I ever committed a murder I would not make THAT mistake?" Are you suggesting there is a circumstance where you would kill someone? Or, how about this? Imagine walking down a dark alley and someone steps out in front of you and makes a threatening gesture. What would you do? Anyone think of some kung fu/karate moves you might make to defend yourself? That's a pretty aggressive/violent thought. • And you learned it by watching a media portrayal. So the Observational Learning theorist says that not only would the media violence increase the probability of the viewer committing an aggression or violence, it teaches the viewer how to do it. Does media mirror society or does it influence it? Further, the Observational Theorist hedges his bet by pointing out that you will not automatically go out and mimic the violent act, but you store the information away in your brain.
Reinforcement Theory
Again, think about sex instead of violence. Does watching sexual portrayals teach you new ways to think about sex and perhaps engage in sexual acts? If you see that sleeping with someone on a first date is normal, after a while you start believing that everyone must be doing it, so you should, too.
One theory says that media violence decreases the probability of violence by the viewer. Two others say that it will increase the probability of violence. And then there is the Reinforcement Theory that debunks both. The central assumption of this theory is that media portrayals reinforce established behaviors viewers bring with them to the media situation. Violent portrayals will increase the likelihood of violent or aggressive behavior for those who accept violence and aggression as normal. It will decrease the likelihood of aggression and violence for those brought up to believe that violence is bad. Violence merely reinforces prior beliefs. Instead of looking for blame in a violent media portrayal, the Reinforcement theorist would say that if you want to predict an outcome, look at the viewer's background. Look at the person's cultural norms and views of social roles. If person grows up in a crime to violence. Obviously, selective perception is going on here.‐ridden neighborhood, then violent portrayals are more likely to lead But the Reinforcement theorist would point out that there is going to be the exception to the rule. You are going to run across the gentle old man who everyone believed would never hurt a fly who whacks his family into a thousand pieces one day. Or you are going to find the gang member who one day recognizes the futility of violence and turns to the priesthood.
Images in magazine ads and television commercials show women as sexual objects to attract the attention of potential customers. The objectification of men as sexual beings is also becoming increasingly common in advertising.
Cultivation Theory
One theory says that media violence decreases the probability of violence by the viewer. Two others say that it will increase the probability of violence. And then there is the Reinforcement Theory that debunks both. The central assumption is that media portrayals reinforce established behaviors viewers bring with them to the media situation. Violent portrayals will increase the likelihood of violent or aggressive behavior for those who accept violence and aggression as normal. It will decrease the likelihood of aggression and violence for those brought up to believe that violence is bad. Violence merely reinforces prior beliefs. Instead of looking for blame in a violent media portrayal, the Reinforcement theorist would say that if you want to predict an outcome, look at the viewer's background. Look at the person's cultural norms and views of social roles. If person grows up in a crime to violence. Obviously, selective perception is going on here.‐ridden neighborhood, then violent portrayals are more likely to lead But the Reinforcement theorist would point out that there is going to be the exception to the rule. You are going to run across the gentle old man who everyone believed would never hurt a fly who whacks his family into a thousand pieces one day. Or you are going to find the gang member who one day recognizes the futility of violence and turns to the priesthood. Or how about this? You are starting to show some signs of age with gray hair and wrinkles around your eyes. If you are guy in the media, that is good. It shows a maturing. If you are woman, that is bad, it just shows that you are getting old and less vital. A male can be dominant and be looked up to. A woman who is dominant can be a bitch. All lawyers are crooks. All media stereotypes! And the media tell us that it is a mean world out there. Crime in the neighborhood is rampant if you look at the nightly news. Some people who live vicariously through television feel it is unsafe to leave their home or apartment and become shut‐ins.
Sexism in Advertising
