People as
media and
people in
Lesson Outline
Define the topic
Characteristics of the topic
Format and Types
Advantages and Limitations
Value
PEOPLE AND MEDIA
The people media refers to persons that are involved in the use, analysis,
evaluation and production of media and information
EFFECTS OF MEDIA
3 main paradigm:
Powerful and direct effects
Limited Effect
Moderate Effect
1. Powerful and direct effects
The magic bullet theory was proposed by Harold Lasswell in 1927.
The most classic and debunked theory in direct effect is the magic-bullet or
hypodermic needle theory.
It states that media is capable of greatly influencing the attitude and behaviors of
these audiences without even realizing it.
2. Limited effect
The Limited effects theory was proposed by Austrian–American sociologist Paul
Lazarsfeld.
This theory states that you are highly capable of discerning propaganda and that
media has limited capacity to persuade you.
Essentially, the theory argues that even though a person may feel influenced by the
news or other media outlets, the influence is probably very minimal.
3. Moderate effect
Moderate effects paradigm is reconciliatory and is mid-way between the two.
Audiences are not passive and are capable of creating meaningful experience.
This paradigm acknowledges that "media effects can occur over longer period of
time".
people as media
These are individuals who serve as channels of information dissemination.
1. opinion leaders
Highly active and exposed to social media.
Source of viable interpretation for lower-end media users.
Two-step flow communication model - explains the role of opinion leaders in
developing consciousness among lower-end users of media.
2. CITIZEN JOURNALISM
Citizen journalism involves non-professionals gathering, reporting, and sharing news
using modern technology and the internet.
Also known as public, participatory, or street journalism enables anyone to publish
news content, previously restricted to professional journalists.
It is a form of user-generated content where ordinary citizens can report news
globally, performing similar roles to professional journalists.
3. SOCIAL JOURNALISM
Social journalism uses social media to share news widely and instantly.
Platforms like Twitter, Facebook, Reddit, and Digg enable individuals to report and
submit news.
Editors curate user-submitted content, and viral stories can bring recognition to
writers and publications.
Social media has transformed journalism, offering more freedom and accessibility
for both creators and audiences.
4. CROWD SOURCING
Crowdsourcing involves gathering services, ideas, or content from a large group,
especially online.
It solicits information from a crowd or community, often for specific entities or
institutions, also known as collective mobilization.
example of CROWD SOURCING
1. trip adivisor
Tripadvisor, Inc., founded by Stephen Kaufer, is an American online travel company.
It operates a website and mobile app featuring user-generated content and
comparison shopping.
It is the world's largest travel site, helping travelers plan trips.
Tripadvisor operates in 30 countries, including China under the name daodao.com.
2. Waze
Waze is a community-driven GPS and navigation app that provides real-time
directions and helps avoid traffic.
It offers the shortest routes based on real-time conditions, working on smartphones.
Originally developed by Waze Mobile and later acquired by Google.
Available in 50 languages, with a commercial proprietary license.
3. Wikis
Wikis are collaborative applications allowing multiple users to modify, extend, or
delete content on a shared page.
Unlike blogs, wikis have no single author and little predefined structure, letting users
shape the content as needed.
The most popular example is Wikipedia, but there are other wikis focused on
specific themes or niche audiences.
people in media
Media practitioners provide information based on expertise or firsthand
experience using text, audio, visuals, and multimedia.
TYPES OF JOURNALIST BY MEDIUM
1. Print Journalists: Write news for newspapers and magazines.
2. Photojournalists: Capture impactful images to tell stories.
3. Broadcast Journalists: Report news on television, skilled in public speaking.
4. Multimedia Journalists: Use various media, including social networks, to share
news broadly.
PEOPLE IN MEDIA
1 Media Practitioners
2 Experts
3 Provide Information
to Media Users
PEOPLE as MEDIA
4 Media Users
Well-oriented to
5 media sources and
messages.
6 Intermediaries
PEOPLE as MEDIA PEOPLE in MEDIA
1 Media Practitioners 4 Media Users
Well-oriented to
2 Experts 5 media sources and
messages.
3 Provide Information 6 Intermediaries
to Media Users
ALICE GUUO GAME
Define the topic
Characteristics of the topic
Format and Types
Advantages and Limitations
Value
Class Assignment
You will each be given a digital worksheet to fill out and assess your social media
practices.
This will be an initial step in evaluating how we engage in social media and the positive
and negative consequences it can have on our behavior.
As a class we will try to find commonalities and brainstorm ways to make effective
changes.
