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Republic of the Philippines

Commission of Higher Education


Asbury College Inc.
Anda, Pagasinan
1st Sem SY 2017-2018
ST 1 Dr. RENAN B. CELESTE
Use of Popular Media in Teaching Instructor

Lecture Series #1
Media

Media are usually used to refer to the mass media. The media are constantly evolving. The first way
of communicating between humans most likely was used in prehistoric times, the signs and signals whose
reflection in the material culture are the different manifestations of prehistoric art. The emergence of
writing is taken as a milestone of the beginning of the story. Since then, economic and social changes were
boosting the birth and development of different media, from writing and its mechanization (printing - 15th
century-) linked to audiovisual media associated with the era of electricity (first half of the 20th century)
and the revolution of information technology and telecommunications (scientific-technical revolution or the
third industrial revolution - since the second half of the 20th century)-every one of them essential for the
various stages of the so-called globalization process.
The main purpose of the media is, precisely, to communicate, but according to their type of
ideology can specialize in; inform, educate, transmit, entertain, form opinion, teach, monitor, etc.

Definition of Media

The concept of media is one that is used to refer to all media in which an idea or message can be
transmitted. Today, however, the concept is commonly related with certain media, more specifically with
newspapers, television, radio, internet, graphic publications.

Historically, the media have been something very exclusive and reserved always the upper social
classes who could eat this type of information. For this we must remember that you wouldn't just until the
19th century that would expand the literacy of societies through public education. Thus, it is
understandable to note growth that the media have had in the 20th century and today. This is not only due
to improvements in technology, if not especially to the fact that it is increasing the amount of population
available to receive that information.

The media are, as stated in its name, a stand which are transmitted ideas of different type that may
be news, advertising messages, ideological debates, etc. Always the media are broadcasting a message in
a language or code that must be accessible to the type of audience that is direct, reason why there are
different languages for different audiences.

The media today have a very important role since they are the responsible largely shape the
thinking of your audience, and here the game is very delicate because many media (product interests
political, economic or cultural) can send a message wrong or interested to an audience that is not used to
being critical about the same.

Concept of Media

Media are the channel that marketers and advertisers used to convey a message to your market
goal, therefore, the choice of the means to be used in an advertising campaign is a decision of the utmost
importance because it has a direct impact on the results that are obtained with it.
Therefore, both marketers and advertisers need to know what are the different types of media, what are
and what are their advantages and disadvantages, with the aim that can make the best decisions when
selecting the media to be used.

Types of Media

Mass media: They are those that affect a greater number of people at any given time. They are
also known as measured media.
Examples: television, radio, newspaper, magazine
Ancillary or complementary: these affect a smaller number of people at any given time. They
are also known as non-measured media.
a. Outdoor or outdoor advertising media: is a medium, usually visual that is outdoors or in the
open air.
Examples are spectacular, writing in the sky, giant balloons, minicarteles in shopping malls and
stops for buses and airports, and ads on the sides of the cars, trucks and buses, and even in
huge reservoirs or water tanks.

b. Interior advertising: Consists of Visual Media (and in some cases they include audio) placed in
closed spaces where people spend or pause. This advertising is placed on: sports
stadiums; squares of bulls; inside the truck; trolleybuses and trams in urban; the bottom of cinema
screens (bright canopies) and inside the underground, either inside the wagons or platforms.

c. Direct advertising or direct mail: This means auxiliary or supplementary consists, in general, send
a print ad to potential or current customer. Direct mail uses many forms (e.g., postcards, letters,
catalogues, brochures, calendars, bulletins, circulars, annexes in envelopes and packages, samples,
and so on). The most common is the brochure or flyer.
3. Alternative media: They are those new ways of promotion of products, some ordinary and other
very innovative.
Faxes.
Shopping trolleys with video in commercial stores.
Protective screens of computers.
Compact discs.
Interactive kiosks in department stores.
Ads that pass before movies in theaters and in the rented videocassettes.

Positive. The positive characteristics of media reside in you enable large content of information to reach
extended around the world immediately. The media, in the same way, make it possible that many personal
relationships remain United or, at least, do not disappear completely. Another positive factor is given in the
economic field: who owns the media usage can generate a certain type of consciousness on a sort of
product, i.e. it can generate their own demand, since media often play the role of opinion-makers. Seen
from the business sector, then, is a widely positive aspect to enable marketing and ads for the world.

Negative. Negative characteristics lie in the handling of information and the use of the same for interests
of a specific group. In many cases, it tends to form stereotypes, followed by many people due to the extent
to which acquires the message in its distribution (as happens to generalize people or groups).