[ MIL ] UNIT 11-12: People of Media & Text Media and Information

James Potter (2012)

"Media effects are better understood, identified, and categorized when considered in the context of audience characteristics, media content, and social environments."

Timing

the immediate versus long-term existing exposure to the media format or message.

Ex: Kids watching Tom & Jerry, being influenced by the violence of it.

Duration

Some media effects only occur for a short span of time, whereas some permanently stay with us.

Ex: Trendy words/callings/phrases

“Bossing”

Valence

the positivity and negativity of the effects of media; can also be determined by the context or situation.

Ex: Violent media messages may lead to vehement behavior, while music can shape our moods and trigger happy emotions.

Change

Change in behavior can also be manifested through reinforcement, or the effect can show up over time as gradual shifts in attitudes, beliefs, or habits.

Intention

Propagandas; the deliberate input of negative and positive messages of the media producer can sometimes be evident while for others the media effects are just a byproduct of its real purpose.

Level

The range of media effects in the micro to the macro level.

Ex: All municipalities have their own initiatives like free meals or free goods to have their constituents vaccinated.

Directness

this is when the media directly influences an individual. (The same as Timing).

Manifestation

this is when a change in behavior happens after exposure to a particular media format.

• Plain Text

• Formatted Text

• Hypertext

Types of text (3)

• Serif

• Sans Serif

• Slab Serif

• Script

Typefaces (4)

Serif

A type of formal writing, is a font with small strokes or extensions at the end of its longer strokes. (Ex: Times New Roman)

Sans Serif

A type of formal writing; gothic, a font without serifs (the pointy things at the end of the lines in the letters). They are often used to convey simplicity and modernity or minimalism.(Ex: Arial, Calibri)

Slab Serif

Bold lettering; Seen in billboards. Can be in academic writings like highlighting words, titles.

Script

are based on the varied and often fluid stroke created by handwriting. They are generally used for display or trade printing, rather than for extended body text in the Latin alphabet.

• Emphasis

• Appropriateness

• Proximity

• Alignment

• Arrangement

• Repetition

• Contrast

Kinds of Design Principles (7)

Emphasis

This is applied when you want to make a point or highlight.

Appropriateness

How the text suits your intentions, audience, and contexts

Themes: To Inform, To Entertain, To Persuade

Proximity

the distance between the words or text.

Elements: Intimate space, Personal Space, Social space, Public space.

Alignment

This describes the position of the text on a page in relation to the margin or other text elements.

Common kinds: Center, Right & Left, Top & Bottom.

Arrangement

The deliberate grouping dividing, and sorting of similar elements on a page.

Repetition

Uniformity and consistency of the design.

Contrast

This happens when two or more different elements are placed together to create a certain effect.