MEDIA AND INFORMATION
LITERACY (MIL)
Traditional vs. New Media
Roles and Functions of Media
Normative Theories of the Press
Presented by: Engr. Melvy D. Español
THE EVOLUTION OF TRADITIONAL
TO NEW MEDIA

OBJECTIVES
•Identify traditional media and new media and their
relationships (MIL11/12EMIL-IIIb-5);
•Editorialize the roles and functions of media in
democratic society (MIL11/12EMIL-IIIb-6);
•Search latest theory on information and media
(MIL11/12EMIL-IIIb-7); and
•Assess the type of media in the Philippines as
compared to the Normative Theories of the Press
(SSHS).
MIL_Week 4 Lecture 2

CURRENT EVENTS
Suspek sa Pagpatay sa Isang Siklista, Binigyan ng
Manila Police District ng Hanggang 5 p.m. Para Sumuko
Published on Jul 27, 2016
by YouTube Channel: GMA News and Current Affairs
https://www.youtube.com/watch?v=VE8GHioR1YU
MIL_Week 4 Lecture 3

CLASS ACTIVITY: ANALYSIS OF EVENT
IMPACT OF SOCIAL MEDIA
• The video of the shooting incident became viral after it was
shared by Top Gear Philippines on Facebook.
• Top Gear wrongfully accused Mr. Nestor Punzalan as the
suspect in the shooting incident.
• Mr. Nestor Punzalan and his wife deactivated their Facebook
accounts after receiving bashings and death threats. Mr.
Punzalan even went to the police to clear his name.
• Undeniably, social media was also instrumental in the arrest
of the “real suspect” Vhon Tanto.
MIL_Week 4 Lecture 4

CLASS ACTIVITY: ANALYSIS OF EVENT
CLASS DISUSSION
• How was Mr. Nestor Punzalan affected by being
wrongfully accused in the social media as the suspect in
the shooting incident in Quiapo?
• What is the liability of Top Gear and other media outlets
who wrongfully accused Mr. Nestor Punzalan as the
suspect in the said shooting incident?
• What can we learn from this event as a social media
user?
MIL_Week 4 Lecture 5

TOPIC OUTLINE
I. Traditional vs. New Media
II. Media is the Message vs. Cultural
Determinism
III. Functions of Communication and Media
IV.Media and Government
A. Normative Theories of the Press
MIL_Week 4 Lecture 6

History of Communication
by Volke.com
https://www.youtube.com/watch?v=rDkxsNmKDGk
VIDEO PRESENTATION
MIL_Week 4 Lecture 7

FORMATIVE ASSESSMENT- RECITATION
Identify the following media if it is Traditional or New Media.
1. Television
2. Email
3. Billboards
4. Social Media
5. Content Marketing
6. Direct Mail Advertisements
MIL_Week 4 Lecture 8
Traditional Media
New Media
Traditional Media
New Media
New Media
Traditional Media

FORMATIVE ASSESSMENT- RECITATION
Question to Answer
What were your basis for considering a media as
traditional or new?
MIL_Week 4 Lecture 9

History of Social Media
by Charlotte N(YouTube)
https://www.youtube.com/watch?v=c0WpWA0TJ3U
VIDEO PRESENTATION
MIL_Week 4 Lecture 11

VIDEO PRESENTATION
How Has Technology Changed Us?
The Medium is the Message
by BBC Radio 4 (YouTube)
https://www.youtube.com/watch?v=Ko6J9v1C9zE
MIL_Week 4 Lecture 12

FORMATIVE ASSESSMENT: RECITATION
1.Explain the statement of Marshall
McLuhan that “The Medium is the
Message”.
2.Does technology shaped us or is it us, our
culture and society, that shaped
technology?
MIL_Week 4 Lecture 13

FUNCTIONS OF COMMUNICATION AND MEDIA
1. INFORM CITIZENS OF WHAT IS HAPPENING
(MONITORING FUNCTION)
MIL_Week 4 Lecture 14

FUNCTIONS OF COMMUNICATION AND MEDIA
2. EDUCATE THE AUDIENCE
(MEANING AND SIGNIFICANCE OF FACTS)
MIL_Week 4 Lecture 15

FUNCTIONS OF COMMUNICATION AND MEDIA
3. PROVIDE A PLATFORM FOR PUBLIC DISCOURSE
(PUBLIC OPINION AND EXPRESSION OF DISSENT)
Public Opinion- views
prevalent among the
general public
MIL_Week 4 Lecture 16

FUNCTIONS OF COMMUNICATION AND MEDIA
4. “WATCHDOG” ROLE OF JOURNALISM
MIL_Week 4 Lecture 17

FUNCTIONS OF COMMUNICATION AND MEDIA
5. CHANNEL FOR ADVOCACY FOR POLITICAL VIEWPOINTS
MIL_Week 4 Lecture 18

MEDIA AND GOVERNMENT
Normative Theories of the Press
Authoritarian
Soviet Media
Libertarian
Social Responsibility
Textbook pp. 25- 26
MIL_Week 4 Lecture 19

Authoritarian Theory
• Describe that all forms of communications are under the control
of the governing elite or authorities or influential bureaucrats.
• Authoritarians are necessary to control the media to protect and
prevent the people from the national threats through any form
communication (information or news). The press is an
instrument to enhance the ruler’s power in the country rather
than any threats.
MIL_Week 4 Lecture Slide 20

Soviet Media Theory
• The Soviet Media Theory” is also known as “The Communist
Media Theory”. The same theory was developed and followed by
Adolf Hitler’s Nazi in Germany and Benito Mussolini in Italy.
• The government undertake or controls the total media and
communication to serve working classes and their interest.
• The state have absolute power to control any media for the benefits
of people. They put end to the private ownership of the press and
other media. The government media provide positive thoughts to
create a strong socialized society as well as providing information,
education, entertainment, motivation and mobilization.
MIL_Week 4 Lecture Slide 21

Libertarian Theory
• Sees people are more enough to find and judge good ideas from
bad. The theory says people are rational and their rational
thoughts lead them to find out what are good and bad.
• The press should not restrict anything even a negative content
may give knowledge and can make better decision whilst worst
situation.
MIL_Week 4 Lecture Slide 22

Social Responsibility Theory
• Allows free press without any censorship but at the same time the content of the
press should be discussed in public panel and media should accept any obligation
from public interference or professional self regulations or both.
• The theory lies between both authoritarian theory and libertarian theory because
it gives total media freedom in one hand but the external controls in other hand.
• Here, the press ownership is private. The social responsibility theory moves
beyond the simple “Objective” reporting (facts reporting) to “Interpretative”
reporting (investigative reporting). The total news is complete facts and truthful
but the commission of the freedom press stated that “No longer giving facts
truthfully rather than give a necessary analyzed or interpretative report on facts
with clear explanations”.
MIL_Week 4 Lecture Slide 23

FORMATIVE ASSESSMENT:
CARTOON ANALYSIS
1.What is the message
of this cartoon?
2.Does it speak about
the media in the
Philippines? Why or
why not?
MIL_Week 4 Lecture 24

FORMATIVE ASSESSMENT: RECITATION
Do you agree
with this
statement? Why
or why not?
MIL_Week 4 Lecture 25

Assignment:
VIDEO PRESENTATION
Watch the
Christiane Amanpour's Message on the Occasion of
World Press Freedom Day 2015
YouTube Channel: UNESCO
https://www.youtube.com/watch?v=EAxKactVrpQ
MIL_Week 4 Lecture 26

FORMATIVE ASSESSMENT: ESSAY
What are your
thoughts about
Christiane
Amanpour's
Message?
MIL_Week 4 Lecture 27

Let’s do the Wrap –Up
What have you learned today?
Complete the sentence stem below.
1. Traditional Media has been the _____________________.
2. On the other side, New Media is considered as _____________.
3. Functions of communication and media has shaped our
democratic society today through _________________.
4. The Normative Theories of the Press includes ___________.
MIL_Week 4 Lecture Slide 28

Thank you for joining today’s
class. Until Next Time.
MIL_Week 4 Lecture Slide 29