Exploring The Influences Of Mass And Social Media, Social Change, Movements,

And Politics On Popular Culture

Introduction

Mass media, encompassing traditional forms such as:

 Television
 Radio
 Newspapers
 Magazines

Social Media platforms such as:

 Facebook
 Instagram
 Twitter
 Tik Tok
 YouTube

Social media has democratized the creation and distribution of content,

enabling individuals to:

 engage in real-time communication,
 share experiences,
 participate in cultural conversations on a global scale.

A. Mass Media

Mass Media - refers to the technology used to communicate with or reach a large
audience.

- It serves as the principal method of communication for the general public.

it is the communication channels, whether:

 written
 broadcast
 spoken
Various Mediums Of Mass Media such as:

 Television
 Radio
 Advertising
 Movies
 The Internet
 Newspapers
 Magazines, And More.

Interactive media like:

 Websites
 Video Games
 Digital Advertisements contribute to the extensive landscape of mass
communication

TELEVISION

1960s and 1970 - Television, for instance, was dominated by just three major

 Networks
 public broadcasting
 some local independent stations

These channels aimed their programming primarily at:

 two-parent, middle-class families.

Today,

 one can find a television in the poorest of homes, and multiple TVs in most middle-class
homes.

Programming has become increasingly diverse,

 catering to individuals of all ages,

 income levels,
 backgrounds, and attitudes.
Availability has increased significantly.

Television the primary focus of most mass-media discussions.

More recently, the Internet has increased its role exponentially as more businesses and
households "sign on." Although TV and the Internet have dominated the mass media, movies,
and magazines particularly those lining the aisles at grocery checkout stands also play a
powerful role in culture, as do other forms of media.

Sociological Perspectives on the Role of the Media

The sociological perspective on the role of media provides a framework for:

- understanding how media influences and reflects society as a whole.

It Delves Into The Ways In Which Media Shapes;

 cultural norms,
 social interactions, and
 power dynamics within a given society.

Media is not just a passive conveyor of information but rather an active agent that
both reflects and shapes the social world.

Three Main Sociological Perspectives On The Role Of The Media:

1. The Limited-Effects Theory

2. The Class-Dominant Theory
3. The Culturalist Theory.
Limited - Effects Theory - 1940s and 1950s

The limited-effects theory, which emerged and underwent testing during the 1940s
and 1950s

Media exerts minimal influence on individuals since they typically choose

content aligned with their existing beliefs.

a. Well-Informed Individuals relied more on personal experiences, prior

knowledge, and critical thinking,
b. Less Informed Individuals were more susceptible to influence from media
"experts."

Critics Of This Theory Highlight Two Main Concerns.

1. argue that it overlooks the media's role in shaping and constraining

discussions on various issues.
2. The framing of debates and the questions posed by the media significantly
influence the outcomes and conclusions drawn by the audience.
3. the theory was formulated during a time when media availability and
dominance were considerably less pervasive.

Class-Dominant Theory

Class - Dominant Theory argues that the media predominantly mirrors and amplifies
the perspectives of a Minority Elite Group that holds control over it.

These Elite are individuals who own and oversee the corporations responsible
for media production.

Advocates of Class-Dominant Theory

Focus Their Attention on the significant corporate mergers within the media
industry, which they argue diminish competition and consolidate control in the hands of big businesses, particularly within the

realm of news media.

Concentration Of Ownership grants a select few the power to manipulate the

information available to the public.
 Culturalist Theory
1980s and 1990s,

Integrates Elements from both the class-dominant and limited-effects theories.

Culturalist Theory argues that individuals engage with media content to:

 construct their own interpretations and meanings from the images and
messages they encounter.

In contrast to the passive reception suggested by the limited effects theory,

 culturalist theory emphasizes the active role of audiences in shaping their

media experiences.

Research within this framework is divided into two main strands.

1. audience behavior and the ways in which individuals interact with media,
2. investigates the media producers themselves, with a particular focus on news
production processes.

Characteristics of Mass Media

1. Mass media has the capability to reach a vast audience simultaneously, spanning across
geographical boundaries and diverse demographics.

2. Mass media has become more accessible to the general public, allowing for easy and
instantaneous dissemination of information.

3. Mass media possesses considerable power to shape public opinion, influence societal
norms, and sway individual behaviors through its pervasive presence in everyday life.

4. Mass media encompasses a broad spectrum of mediums, including television, radio,

newspapers, magazines, internet platforms, and social media, catering to varied
preferences and interests.

5. Through persuasive techniques such as advertising and propaganda, mass media can
sway public perceptions and promote specific agendas or ideologies.
Types of Mass Media

When considering the diverse forms of media, there exists a multitude of modern
formats.

These include:

 Print Media (newspapers, books, magazines),

 Broadcast Media (television, radio),
 Digital Media (internet), as well as video games, music, cell phones, films, amongst
others.

 Content (the message)

 Device or object which serves as the medium for delivering the content. (the
channel or the technology)

Mass media encompasses various channels through which information is disseminated to a

wide audience.

These channels are often referred to as tools of mass communication that can be
categorized into six main types:

1. Traditional Media,
2. Printed Media,
3. Electronic/Broadcasting Media,
4. Outdoor Media Or Out Of Home Media (Ooh), Transit Media, And
5. Digital Media/New Media/Internet.

Traditional media

is one of the oldest forms of mass communication.

- It has played a vital role in preserving and transmitting traditions and culture
across generations.
- It was developed from the beliefs, customs, rituals, and practices of society.

Traditional media encompasses various tools of communication deeply rooted in

indigenous ways. These may include:

 Folk Songs
 Dances
 Folktales
 Folklore
  Paintings
 Sculptures
 Statues
 Fairs
 Festivals
 Rural Or Community Radio
 Announcement Mediums

Print media

is the fundamental type of mass communication tool that encompasses the:

- printed form of information and news.

Before the advent of the printing press:

- was arduous due to the need for hand-written documents.

However, with the invention of the printing press,

 mass distribution became feasible,

 making print media a popular and efficient means to reach a broad audience.

Newspapers stand out as one of the oldest forms of mass media.

- serving as a primary source of information for communities both locally and

globally.

Over time, print media expanded beyond newspapers to include

 Magazines
 Tabloids
 promotional brochures
 journals
 books
 novels
 comics, further diversifying its reach and impact.
Broadcasting

is a crucial tool of mass communication which involves the distribution of audio

and video content to a widespread audience through electronic mediums.

Broadcast media caters to both auditory and visual senses

Following the era of newspapers:

 radio and television emerged as pivotal mediums.

Radio, particularly during wartime,

 served as a primary source of news and entertainment.

Television - revolutionized mass communication by:

 Offering A Combination Of News,
 Tv Shows, And
 Live Events.

Various forms of broadcasting media include:

 Television, radio (including AM, FM, Pirate Radio, Terrestrial Radio, and Satellite),
 Traditional telephone services, film and motion pictures, video games, and audio
recording and reproduction

Outdoor Media, also known as OOH or Out-of-Home Media,

focuses on Disseminating information and news to the public when they are
outside their homes.
- It emphasizes advertising and attracting individuals to new products, social
causes, or societal developments or changes.

Outdoor Media prominently displays advertisements on:

1. Buildings,
2. Streets,
3. Electric Poles,
4. Roadsides,
5. Vehicles,
6. Screens,
7. Kiosks, And
 8. Other Public Spaces.

It is a significant type of mass media used for both

- commercial and public welfare advertising.

Examples of outdoor media include

 Billboards,
 Banners,
 Posters,
 Brochure Distribution,
 Com Park Advertising, And
 Wallscape.

Transit Media

focuses on advertising and Disseminating information to consumers while they

are on the move in public places or using transportation.

This includes display advertising on: vehicles and various modes of transportation.

Aim:
 To deliver messages to individuals as they travel,
 making it a key tool for extensive brand promotion to the millions of people
who commute on streets and highways daily.

Forms of Transit Media include:

 Bus Advertising,
 Railway Advertising,
 Taxi Advertising, and
 Transit Shelter Advertising.

The New Media,

 characterized by interactive two-way communication has emerged as a
prominent tool of mass communication, with users actively contributing to content
creation and information dissemination.

The Internet, often referred to as the "network of networks,"

- Serves as a highly interactive mass medium, integrating various types of mass

media seamlessly.

Today, news websites, televised shows, and online radio stations are accessible
through the internet, exemplifying the convergence of mass media.

Forms of Digital Media encompass a wide range of platforms and technologies,

including:

 Websites,
 Emails,
 Social Media and Social Networking Sites (SNS),
 Webcasts and Podcasts,
 Blogging and Vlogging,
 IPTV (Internet Protocol Television),
 E-forums and E-books,
 E-commerce and M-commerce,
 Digital Videos,
 Computer Animation,
 Digital Video Games,
 Human-Computer Interface,
 Virtual World, and
 Virtual Reality.

Social Media

Social media - refers to online communication platforms, including:

 Social networking websites and

 Microblogging Platforms,

Where Users:

 exchange information
 ideas,
 personal messages, and
 various types of content such as videos.
Social networking and social media are overlapping concepts, but

- Social Networking is usually understood as users building communities

among themselves while
- Social Media is more about using social networking sites and related platforms
to build an audience.

Social media

 encompasses platforms that facilitate the sharing of media, including pages,

videos, or text in various formats.

These platforms enable:

 connections and communication between both known and unknown

individuals.

Nowadays, businesses and marketers utilize social media sites to expand their
reach and promote their brands, products, and services to a broader audience.

Types of Social Media

Various social media platform serves diverse purposes and accommodate a range of
content types. While some platforms share similar features, others are tailored to specific
uses and services. For brands and marketers, understanding these distinctions is crucial for
engaging with their target audience effectively and determining the appropriate content
strategy. The following are the different types of social media

SOCIAL NETWORKING SITES

Social networking sites - primarily facilitate connections with friends and family,
emphasizing person-to-person interactions.

- these platforms promote knowledge sharing and accommodate various content

formats, including:
1. text,
2. photos,
3. videos, and
4. other creative forms.

They serve as central hubs for communication and offer a wide rang of functionalities.

 Users can:
  generate unique and engaging content,
 share their thoughts, and
 form groups based on shared interests.

These platforms prioritize user-centric features and cater to the social needs of
their users.

Popular Examples Of Social Networking Sites Include

1. Facebook,
2. LinkedIn,
3. Twitter

Image-Based Sites

Infographics, illustrations, and images have become powerful tools for capturing the
attention of users.

Social media platforms such as:

 Pinterest,
 Instagram, and
 Snapchat are specifically designed to facilitate the sharing of images.

Leveraging visual content can have numerous positive effects, as the adage goes, "a
picture is worth a thousand words."

Platforms like Instagram and Pinterest

 offer features that allow businesses to tag products in their posts,

 enabling users to seamlessly purchase items directly from the platform.

Video sharing/streaming platforms

This type of content facilitates assimilation and understanding,

YouTube - reshaping how people interact with video content.

 It has become a go-to destination for users seeking information and

entertainment.
Online discussion forums

- Quora and Reddit – foster discussions based on shared interests or simple

curiosity.

Online discussion forums serve as:

 valuable resources for conducting research and

 providing informative responses to inquiries within one’s industry.

Online Journals and community platforms

Blogs - serve as valuable channels for businesses and marketers to engage with their
target audience and offer reliable information.

Platforms such as Tumblr and Medium enable users to establish communities where
individuals sharing common interests.

Social media - has facilitated convenient access to information whenever needed.

While this accessibility is advantageous, it also poses risks, particularly regarding the
spread of fake news and misinformation.

Social media has become deeply ingrained in Filipino culture, making it nearly impossible for
individuals to disconnect from it.

The advent of social media has significantly altered Filipino culture by providing
ordinary people with a platform for self-expression.

Influences of Social Media and Mass Media to Popular Culture

Social and mass media play crucial roles in shaping and reflecting popular culture,
influencing its development and dissemination in contemporary society.
Social media platforms, such as:

 Facebook,
 Instagram,
 Twitter,
 Tik Tok, and
 YouTube,
- serve as spaces where individuals can share, create, and consume cultural content on
a massive scale.

These platforms allow:

 people to connect with others who share similar interests,

 facilitating the rapid spread of trends, memes, and viral content.

Social Media enables individuals to:

 participate in cultural conversations,

 express their identities, and
 contribute to the construction of popular culture in real-time.

Users engage with cultural products such as:

 movies,
 music,
 fashion, and
 television shows,
- by sharing their thoughts, reactions, and interpretations, thus influencing the
cultural discourse and shaping the collective consciousness.

Mass media, including:

 television,
 radio,
 newspapers, and
 magazines,
- also play a significant role in popular culture by providing platforms for the distribution
of cultural content to a wide audience.

Through mass media, cultural products are produced, packaged, and promoted to appeal
to mass audiences, influencing public tastes, preferences, and trends.
Mass media outlets often shape perceptions of celebrities, influence societal norms and
values, and contribute to the construction of cultural identities.

Businesses utilize the media as a tool to navigate the continuous journey towards
success.

- By engaging with their target audience through both traditional and digital
media platforms,
- Brands aim to enhance brand recognition and project a favorable company image.

Through strategic utilization of mass media, brands can:

 effectively market their products and services,

 expand their reach to a broader audience,
 increase brand engagement, and
 ultimately boost sales volume.

Mass media serves a crucial function by illuminating the masses, enabling the general
public to freely voice their opinions and perspectives.

Mass media also significantly contributes to the dissemination of arts and cultures
across the globe.

Through the internet, individuals have access to a vast array of cultural expressions, allowing
them to:

 Explore new languages,

 Learn about diverse cultures, and
 Virtually traverse the world without leaving their homes.

Both social and mass media are integral to the production, dissemination, and
consumption of popular culture in contemporary society. They serve as platforms for the
exchange of cultural content, facilitate cultural participation and engagement, and influence
public discourse and perceptions. Through these social and mass media individuals shape and
are being shaped by popular culture contributing to its dynamic and ever-evolving nature.