Media and

Society
Lesson 3

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Learning Targets
At the end of the lesson, students should say:

➢ I can reflect on the role of media in our lives:

➢ I can learn the ways media creators apply ethics in

their work;

➢ I can become aware of the problem of

disinformation; and

➢ I can list the ways one can respect intellectual

property.

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 Media
Shapes
Culture

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 Media Shapes Culture
• "Do you think media can change
someone’s values or beliefs? Why or why
not?"
• "In what ways do the media you consume
daily influence your opinions, decisions, or
behavior? Give a specific example from
your experience."
• "Do you think all media messages are
created with good intentions? Explain your
answer."

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• Can you recall a time when media changed
how you thought or acted?
“How Media
Shapes
Future”

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Media and Daily Life
You might not
realize it, but we
encounter media every
day. Tuning to news
channels, listening to
podcast, checking
updates on social media
and many of our daily

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routine .
Media and Daily Life

This shared
experience even
makes media
consumption
communal. We get to
know about
something new or be

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entertained together.
How Media Influences Culture

Media Culture
Refers to the tools Includes shared
and platforms (TV, beliefs, practices,
social media, language, fashion,
radio, news, films, values, and
etc.) used to traditions of a
communicate society or group.
messages to a
wide audience.

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How Media Influences Culture

It can promote what is

important in society and
remind us of the norms and
values we uphold.

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 How Media Influences Culture
Media can also shape our
identities. Because media can
promote influential people that
individuals can admire them to the
point they want also to become
them.

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 How Media Influences Culture
Media can also promote certain
ideals. Although, Filipinos are known
as jolly and hospitable people,
media can also used to spread
stereotypes of our society and
social groups.

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 Government
Regulation of Media
“No law shall be passed
abridging the freedom of
speech, of expression, or of
the press, or the right of the
people peaceably to
assemble and petition the
government for redress of
grievances.”

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-Article III, Section IV of the Philippine Constitution
Government Regulation of
Media
Other laws have been passed
attempting to prevent the right to speak
from being abused. Certain ideas cannot
be expressed on air or in print. Public
statements that glorify and promote crime
and unlawfulness are deemed illegal.

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Government Regulation of
Media
Publications that run
contrary to decency and public
good (such as pornography)
are also not allowed.

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 What is Media?
Communication
channels or tools used
to store, deliver, and
transmit information or
data to a large audience.

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 Types of Media
Traditional Digital Media: Interactive
Media: Media:
Websites,
Television, social media, Video games,
radio, podcasts, mobile apps,
newspapers, streaming virtual reality
magazines services

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Functions
of Media

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Functions of Media in te Society

1.Information Function
Media provides news, facts, and data to keep
society informed about current events and
issues.

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Functions of Media in te Society

2. Entertainment Function
Media offers recreational content such as
movies, music, games, and shows for audience
enjoyment.

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Functions of Media in te Society

3. Educational Function
Media serves as a learning tool, providing
educational content and facilitating knowledge
transfer.

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Functions of Media in te Society

4. Persuasion Function
Media influences opinions, attitudes, and
behaviors through advertising and propaganda.

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Media Influence
The power of media to
shape public opinion,
behavior, and cultural
norms through repeated
exposure to specific
messages and content.

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 How Media Influences Society:

1. Agenda Setting: 2. Framing:

Media decides what issues Media shapes how we
are important by choosing understand issues by
what to cover presenting them from
specific perspectives

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 How Media Influences Society:

3. Cultivation Theory: 4. Social Learning:

Heavy media People learn behaviors by

consumption shapes our observing media

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perception of reality representations
Media Literacy
The ability to access, analyze,
evaluate, and create media in
various forms. It involves
understanding how media
messages are constructed
and how they influence
audiences.

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 Element Analysis
Origin/Source Where did this trend begin? Who or what started it?
How did people start following this trend? What made it
Adoption
appealing?
How long has this trend been popular? Do you think it
Duration
will continue?
Influencers Who are the key people promoting this trend?
How does this trend spread? (social media, word of
Medium
mouth, etc.)
Impact What changes has this trend brought to so

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Key Components:
➢Access: Finding and using media tools
and resources
➢Analysis: Understanding how media
messages are constructed
➢Evaluation: Critically assessing media
content for accuracy and bias
➢Creation: Producing your own media
content

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 Information
Literacy
The ability to recognize
when information is needed,
locate and evaluate
information sources, and
use information effectively
and ethically.

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 Information Literacy Skills
Source Evaluation: Research Skills:
Determining credibility Effectively searching
and reliability of for and finding
sources relevant information

Critical Thinking: Ethical Use:

Analyzing and Respecting copyright
synthesizing and avoiding
information plagiarism

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 Digital
Citizenship
The responsible and ethical
use of technology and digital
media. It encompasses
digital rights,
responsibilities, and the
ability to participate safely in
the digital world.

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Elements of Digital Citizenship:
Digital Etiquette: Proper online behavior and
communication
Digital Literacy: Understanding how to use
technology effectively
Digital Rights: Understanding your rights in digital
spaces

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Elements of Digital Citizenship:
Digital Security: Digital Law:

Protecting personal Understanding

information and legal issues in digital
privacy environments

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 Media Bias
The responsible and ethical use
of technology and digital
media. It encompasses digital
rights, responsibilities, and the
ability to participate safely in
the digital world.

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 Types of Bias
Selection Confirmation Commercial
Bias: Bias: Bias:
Favoring
Choosing information Favoring
which stories that confirms advertisers
to cover existing or sponsors
beliefs

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 Selection Bias
Online Polls:

Conducting a political poll

on social media may
overrepresent younger,
tech-savvy voters and
under represent older
demographics.

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 Confirmation Bias:

Social Media:

Users like and share

content that aligns with
their views while
blocking or unfollowing
people with opposing

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perspectives.
 Commercial Bias:

TV News:

A news outlet
downplays a harmful
effect of a
corporation because
that company is one
of their biggest

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advertisers.
Social Media
Digital platforms that
enable users to
create, share, and
exchange content and
participate in social
networking.

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 Impact on Society:

Positive: Negative:

Global connectivity, Misinformation spread,

democratization of cyberbullying, privacy
information, social concerns

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movements
 Impact on Society:

Economic: Political:
New business models, Political engagement,
influencer economy, election influence,
digital marketing activism

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Misinformation

False or inaccurate
information that is
spread regardless of
whether there is
intent to mislead.

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 Fake news
False or misleading news stories
that are presented as legitimate
news, often created to deceive
readers or gain attention.

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 How to Identify Fake
News:
➢ Check the source's credibility and reputation

➢ Look for author credentials and contact

information

➢ Cross-reference with multiple reliable sources

➢ Check the date and context of the information

➢ Be skeptical of sensational headlines

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 Examples of Fake News

“Scientists Say “Breaking: NASA “Pope Endorses a

Chocolate Cures Finds Life on Mars!” Presidential
COVID-19.” Candidate!”

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 Media Ethics

The principles and

standards that guide moral
decision-making in media
production, distribution, and
consumption.

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 Key Ethical Principles
Truthfulness: Independence: Accountability:
Commitment to Avoiding conflicts of Taking responsibility
accuracy and interest and for published content
honesty in maintaining editorial and correcting errors
independence
reporting

Respect: Transparency:
Treating subjects Being open about
and audiences with sources and
dignity and respect methods

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Media’s Role in
Business (ABM
Focus)

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 Marketing Advertising

Brand Building: Consumer Market Research:

Engagement:
Creating and Using media
maintaining brand Interacting with analytics to
image through customers through understand
media social media consumer
behavior

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 Business Communication

Internal External Crisis

Communication: Communication: Management:
Using media for Managing public Using media to
employee relations and address business
communication stakeholder crises
communication

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Future of Media
and Society

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 Emerging Trends:

Artificial Virtual and Blockchain 5G Technology:

Intelligence: Augmented Technology: Faster, more
AI-generated Reality: Decentralized interactive media
content and Immersive media media platforms consumption
personalized experiences and content
media verification

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experiences
ACTIVITY: Media Functions Analysis
Instructions: For each scenario below, identify which media function is
being demonstrated. Choose from: Information, Entertainment, Education,
or Persuasion.
1. A news anchor reports on the latest economic indicators affecting the
stock market. Function: _________________
2. Netflix releases a new series about high school drama.
Function: _________________
3. A YouTube channel teaches viewers how to create business
presentations. Function:_________________
4. A commercial encourages viewers to buy a new smartphone.
Function: _________________
5. A documentary explores the history of entrepreneurship in the
Philippines. Function: _________________

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 Activity:
Fake News Detection

Instructions: Read the following

fictional news headline and article
excerpt. Then answer the questions
that follow.

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 Headline: "Local Teen Discovers Revolutionary
Business Method That Guarantees 1000% Profit in
24 Hours!"
Article Excerpt: "Maria Santos, 17, from Dagupan City has
discovered an amazing business secret that financial experts
don't want you to know! Using this one simple trick, she
turned ₱1,000 into ₱10,000 in just one day. 'I can't believe
how easy it was,' says Maria. 'Anyone can do this!' Financial
guru Dr. Smith (who wishes to remain anonymous) confirms
this method works 100% of the time."

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 Questions:
1. List THREE red flags that suggest this might be fake news:
a.________ b.__________ c. _________

2. What steps would you take to verify this information before

sharing it?

3. Why might this type of fake news be particularly harmful to ABM

students?

4. How would you fact-check the claims made in this article?

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Media Bias Identification

Instructions: Read the two news

headlines below about the same event
and analyze the bias.

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Headline A: "Brave Local Business Owner Fights Against
Unfair Government Regulations“

Headline B: "Business Owner Violates Health and Safety

Regulations, Faces Penalties"
Questions:
1. What type of bias is shown in Headline A?
2. What type of bias is shown in Headline B?
3. How might these different presentations affect public
opinion?
4. What would a more balanced headline look like?
5. Why is it important for ABM students to recognize media

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bias?
Add your title here

One of the keys to an effective presentation is keeping it

simple and focused on your audience. Remember that
you want to get your crowd’s full attention.

One of the best Keynote speakers was Steve Jobs, who

kept his presentations as simple and with fewer words as
possible.

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