LESSON 3

communication, Maslog

fabric that holds society together, without it, society would have been beyond recognition

society

consensus; group of people who agree on certain norms and rules of behavior that govern their living together

communication

sharing of information, ideas, values, beliefs, and attitudes between persons

world as global village (Marshall Macluhan)

all parts of the world forming a single community because of advances in communication technology

political role 1: disseminating information

people depend on the press, or media for information

political role 2: creating public opinion

media play a role in mobilizing public opinion in support of government programs

public judges what is right

what is right becomes public opinion

agenda-setting theory

media can influence public opinion not by telling us “what to think” but by telling us “what to think about”

political role 3: reflecting public opinion

gives citizens a platform to express their views, concerns, criticisms, and expectations about government

political role 4: watchdog on government

press as a check on government, press as the “fourth estate” of power

economic role: advertising

make people aware of their needs and then aware of the products to satisfy these needs

inform or influence who receive them

advertisements are messages paid for by those who send them and are intended to

culture

characteristics and knowledge of a particular group of people, encompassing language, religion, cuisine, social habits, music and arts

social role 1: popular culture

media diet: influence, interaction, imprint

social role 2: building a nation

strengthening national identity, creating a shared national imagination, connecting diverse communities, promoting collective concerns

strengthening national identity

promote shared stories, values, symbols, and experiences that help Filipinos develop a stronger sense of belonging to nation

creating a shared national imagination

through forms of media, people are exposed to images and narratives of what it means to be Filipino

connecting diverse communities

bring attention to experiences and issues across different regions, cultures, and social groups; help people recognize their connection to one another

promoting collective concerns

highlight issues that affect society as a whole; encourage citizens to see national development as a shared responsibility

social role 3: entertaining a nation

entertainment as an avenue for education and social awareness; media can make political information more accessible, relatable, and engaging, encouraging people to participate

development role

media allow people to see beyond their immediate world, imagine what is possible, and potentially become motivated to change it

Process of Modernization (Daniel Lerner)

urbanization, development of literacy skills, media participation, political participation

empathy

most important element of development

media as mobility multiplier

through media, people are exposed to different places, lifestyles, ideas, and ways of thinking

mass media vital to fostering of empathy

as people are more exposed to media, the greater is their capability to imagine themselves as strange persons in strange situations, places and time