![Media and Information Technology| Bon Rudela
Page | 9
Functions of Communication and Media
Media, whether traditional or new, has a role to play in the proper functioning of a democratic
society such as Philippines. In order for a democratic society to function in an ideal way, media
and communication must fulfill its mandate. According to McNair, communication and media
function to inform citizens of what is happening around them (also called the monitoring function);
Educate the audience as to the meaning and significance of the” facts”;
Provide a platform for public political discourse, facilitating the information of “public opinion”
and feeding that opinion back to the public from whence it came, [including] the provision of space
for the expression of dissent; Give publicity to governmental and political institutions (known as
the “watchdog” role of journalism); and Serve as a channel for the advocacy of political
viewpoints.
Media and Government: A Love-Hate Relationship
The relationship of media and government is oftentimes adversarial. This is normal and healthy because
media, being a “watchdog,” keeps everything at bay. Before you can fully understand the nature of the
media in the Philippines, familiarize yourself first with the normative views on media. Table 2.1
summarizes the theories of the press.
Table 2.1. Normative Theories of the Press
View Propositions
Authoritarian
(communicationtheo
ry.org.)
All forms of communications are under the control of the government elite, authorities,
or influential bureaucrats.
Controlling the media is necessary to protect and prevent the people from national threats
through any form of communication (information or news).
The government has all the rights to restrict/censor any sensitive issue from press to
maintain peace and security in the nation.
Different types of censors include political censor, moral censor, religious censor,
military censor, and corporate censor.
Soviet Media
(communicationtheo
ry.org.)
The government undertakes or controls the total media and communication to serve {and
educate} working classes and their interests.
The state has the absolute power to control any media for the benefits of the people.
The state puts an end to private ownership of the press and other media.
Government media provides positive thoughts to create a strong socialized society as
well as providing information, education, entertainment, motivation, and mobilization.
The public is encouraged to give feedback which would be able to create interest towards
the media.](https://image.slidesharecdn.com/lesson2edited-230506133326-c05e5132/85/LESSON-2-EDITED-pdf-3-320.jpg)
![Media and Information Technology| Bon Rudela
Page | 10
Libertarian
(communicationtheo
ry.org.)
Liberalism means information is knowledge and knowledge is power.
Libertinism is free from any authority or any control or censorship and is an idea of
individualism and limited government which is not harmful to another
The people are more than enough to find and judge good ideas from bad [because]
people are relational.
The press should not restrict anything, even a negative content may give knowledge
and can help make better decision during worst situations.
Social responsibility
(MCQuail, 2005, pp.
171 – 172)
Social responsibility should be reached by self – control, not government intervention.
View media ownership as a form of public trust or stewardship, rather than as an
unlimited private franchise.
Media has obligations to society, and media ownership is a public trust.
Media should follow agreed codes of ethics and professional conduct.
The government must not merely allow freedom; it must actively promote it when
necessary; therefore, the government should act to protect the freedom of its citizens.
Under some circumstances, the government may need to intervene to safeguard public
interest.
Restricted Essay
Answer the Following questions a concise or brief manner. Use only the lines provided below.
1. Do you agree that the use of a media technology may reflect the identity of a particular generation? Why?
______________________________________________________________________________________
______________________________________________________________________________________
______________________________________________________________________________________
______________________________
2. Do you think that the new media environment that exists today can tell us about what the youth values the
most? Why?
______________________________________________________________________________________
______________________________________________________________________________________
______________________________________________________________________________________
______________________________
Restricted Essay
Answer the Following questions a concise or brief manner. Use only the lines provided below.
Apply it in Real Life
3. Does technology shape society, or does society shape technology? Defend your answer.
____________________________________________________________________________________________
____________________________________________________________________________________________
____________________________________________________________________________________________
____________________________________________________________________________________________
____________________________________________________________________________________________
____________________________________________________________________________________________
________________________________________________________________________________________.
Key Terms
Marshall McLujan – is famous for the phrase “the medium is the message” and is the proponent of the media theory
on technological determinism, believed that society is driven by changes in media and communication technology.
Hot media- refers to forms requiring little involvement from the audience.
Cool media – refers to those with high- level user interactivity, where the experiences is more dynamic and the
audience is more involved.
Traditional media – refers to those forms of media in the earlier periods and it’s a one-directional media.
New media – refers to forms of media that is more interactive and the audiences are more involved and are able to
send feedback simultaneously.](https://image.slidesharecdn.com/lesson2edited-230506133326-c05e5132/85/LESSON-2-EDITED-pdf-4-320.jpg)
LESSON 2 EDITED.pdf
- 1. Media and Information Technology| Bon Rudela Page | 7 NORTHEASTERN MINDANAO ACADEMY “The School that Trains for Life” P-10 Los Angeles, Butuan City Media and Information technology EVOLUTION OF MEDIA: FROM TRADITIONAL TO NEW INTRODUCTION: Traditional media is still prevalent despite the emergence of new media. New media may be viewed as an addition rather than a replacement for old media. Media experience has been enriched by new media forms because of the added value they provide. In democratic society such as the Philippines, the media has a very important role and function as a great equalized. Media monitors events, educates the audience, provides a venue for debate, acts as a watch dog, and serves as a channel for active participation in political affairs. Theories on media and information are helpful lenses in understanding, interpreting, analyzing, and communicating assumptions, concepts, explanations, and principles on media, information, and communication. OBJECTIVE: Explain how evolution of media from traditional to new media shaped the values and norms of people and society. IFL: John 1:3 - All things were made by him; and without him was not anything made that was made. What to KNOW How much have you learned Study the media forms indicated in the first column on the table below. Put a check mark on the corresponding cell identifying whether the media form is traditional or new. Media Form Traditional New Magazine Tabloid Broadsheet Paperback novel Radio Television Online video games Web video portals Online telephony and messaging capability What to PROCESS Traditional vs. New Media In the beginning of this lesson, you were asked to identify which of the media forms stated are considered “traditional” and which ones are “new.” What were your bases for your answers? Traditional media are those forms in the earlier periods of McLuhan’s media map. They are traditional because of the specific characteristics that the have and functionalities that they offer. According to McQuail (2005), traditional media is one – directional. The media requires sense of ACTIVITY 1 MODULE 2
- 2. Media and Information Technology| Bon Rudela Page | 8 sight, radio requires sense of hearing, and television and film requires both).With new media, the experience is more interactive. The audiences are more involved and are able to send feedback simultaneously. New media integrates all the aspects of the traditional media. What Is New about New Media There are four main categories of new media and all of them share “certain channel similarities and are approximately differentiated by types of use, content, and context,” according to McQuail. Interpersonal communication media. Examples would be the telephone, mobile phone, and e – mail where “content is private and perishable and the relationship established and reinforced may be more important than the information conveyed.” Interactive play media. The internet and the World Wide Web become repositories or sources of a vast collection of information that can be accessed real – time despite geographical location. Broadcast teletext and radio data services are also examples. Information retrieval is no longer limited to personal computers because this functionality has been extended to smart phones and tablets. Other means of information storage and retrieval include the personal video recorder, CD – ROM, compact disc, and DVD. Collective Participatory media. This refers to the use of the Internet for “sharing and exchanging information, ideas, and experiences and developing active (computer – mediated) personal relationships (McQuail, 2010).” Key characteristics of new media, according to McQuail, include interactivity, social presence (or sociability) media richness, autonomy, playfulness, privacy, and personalization. New media use expanded opportunities for self-expression especially among the youth through Web logs, online forums, Web discussion boards, social media, and messaging applications. The new media generation considers itself globally networked made possible by the internet. But as much as there is greater virtual participation by this generation, the members of this group have grown to become more isolated and extremely expressive of their thoughts. Observed your social media account for such manifestations.
- 3. Media and Information Technology| Bon Rudela Page | 9 Functions of Communication and Media Media, whether traditional or new, has a role to play in the proper functioning of a democratic society such as Philippines. In order for a democratic society to function in an ideal way, media and communication must fulfill its mandate. According to McNair, communication and media function to inform citizens of what is happening around them (also called the monitoring function); Educate the audience as to the meaning and significance of the” facts”; Provide a platform for public political discourse, facilitating the information of “public opinion” and feeding that opinion back to the public from whence it came, [including] the provision of space for the expression of dissent; Give publicity to governmental and political institutions (known as the “watchdog” role of journalism); and Serve as a channel for the advocacy of political viewpoints. Media and Government: A Love-Hate Relationship The relationship of media and government is oftentimes adversarial. This is normal and healthy because media, being a “watchdog,” keeps everything at bay. Before you can fully understand the nature of the media in the Philippines, familiarize yourself first with the normative views on media. Table 2.1 summarizes the theories of the press. Table 2.1. Normative Theories of the Press View Propositions Authoritarian (communicationtheo ry.org.) All forms of communications are under the control of the government elite, authorities, or influential bureaucrats. Controlling the media is necessary to protect and prevent the people from national threats through any form of communication (information or news). The government has all the rights to restrict/censor any sensitive issue from press to maintain peace and security in the nation. Different types of censors include political censor, moral censor, religious censor, military censor, and corporate censor. Soviet Media (communicationtheo ry.org.) The government undertakes or controls the total media and communication to serve {and educate} working classes and their interests. The state has the absolute power to control any media for the benefits of the people. The state puts an end to private ownership of the press and other media. Government media provides positive thoughts to create a strong socialized society as well as providing information, education, entertainment, motivation, and mobilization. The public is encouraged to give feedback which would be able to create interest towards the media.
- 4. Media and Information Technology| Bon Rudela Page | 10 Libertarian (communicationtheo ry.org.) Liberalism means information is knowledge and knowledge is power. Libertinism is free from any authority or any control or censorship and is an idea of individualism and limited government which is not harmful to another The people are more than enough to find and judge good ideas from bad [because] people are relational. The press should not restrict anything, even a negative content may give knowledge and can help make better decision during worst situations. Social responsibility (MCQuail, 2005, pp. 171 – 172) Social responsibility should be reached by self – control, not government intervention. View media ownership as a form of public trust or stewardship, rather than as an unlimited private franchise. Media has obligations to society, and media ownership is a public trust. Media should follow agreed codes of ethics and professional conduct. The government must not merely allow freedom; it must actively promote it when necessary; therefore, the government should act to protect the freedom of its citizens. Under some circumstances, the government may need to intervene to safeguard public interest. Restricted Essay Answer the Following questions a concise or brief manner. Use only the lines provided below. 1. Do you agree that the use of a media technology may reflect the identity of a particular generation? Why? ______________________________________________________________________________________ ______________________________________________________________________________________ ______________________________________________________________________________________ ______________________________ 2. Do you think that the new media environment that exists today can tell us about what the youth values the most? Why? ______________________________________________________________________________________ ______________________________________________________________________________________ ______________________________________________________________________________________ ______________________________ Restricted Essay Answer the Following questions a concise or brief manner. Use only the lines provided below. Apply it in Real Life 3. Does technology shape society, or does society shape technology? Defend your answer. ____________________________________________________________________________________________ ____________________________________________________________________________________________ ____________________________________________________________________________________________ ____________________________________________________________________________________________ ____________________________________________________________________________________________ ____________________________________________________________________________________________ ________________________________________________________________________________________. Key Terms Marshall McLujan – is famous for the phrase “the medium is the message” and is the proponent of the media theory on technological determinism, believed that society is driven by changes in media and communication technology. Hot media- refers to forms requiring little involvement from the audience. Cool media – refers to those with high- level user interactivity, where the experiences is more dynamic and the audience is more involved. Traditional media – refers to those forms of media in the earlier periods and it’s a one-directional media. New media – refers to forms of media that is more interactive and the audiences are more involved and are able to send feedback simultaneously.
- 5. Media and Information Technology| Bon Rudela Page | 11 Cartoon & Essay Rubric Criteria Excellent (10) Good (8) Fair (6) Needs Improvement (4) DESIGN The design is very artistic and neat. It communicates the message clearly. The design is neat. It communicates the message clearly. The design communicates the message. The design was not able communicate a clear message. EXPLANATION Explanation is very comprehensive. Explanation is comprehensive. Explanation lacks details. Explanation is unclear or irrelevant to the question. Total Points 30 References: https://www.techfunnel.com/martech/traditional-media-vs-new-media-beneficial https://www.linkedin.com/pulse/social-media-interpersonal-communication-gloria-bocaranda McQuail, D. (2005) Media and Information Literacy 2nd Edition