sweet vengeance

Mass communications comprise the institutions and techniques by which specialized groups employ technological devices (press, radio, films„ etc.) to disseminate symbolic content to large heterogeneous and widely dispersed audiences. Janowitz, 1968

The simplest definition of mass communication is “public communication transmitted electronically or mechanically.” In this way, messages are transmitted or sent to large, perhaps millions or billions of people spread across the world. Whenever I heard mass communication, the first thing that gets through my mind is wide. Why wide? As what I have remembered, it covers a very wide range of audience and it uses different forms of media to disseminate its messages. The main functions of mass communication are informing, educating and entertaining even a wide range of people.

There are two forms of media, the Traditional Media and Electronic Media. Traditional media are part of a country’s rich heritage. There are several forms of it like storytelling, folk songs, street theater and puppetry. Right now, when we say traditional media, it points to the foundations or base of the media industry like television, print, photography, radio and film. Electronic media on the other hand are the technologies used nowadays by media practitioners like the online writings, digital media, information technology. These types of media are considered as new media. Television, radio, film, print and photography are also considered as Electronic Media.

There are different institutions that make up the Mass Communication industry. Each institution specialize a specific field. Each specialized field use media technologies depending on their field. Each field has their own way or strategy on how they will transmit the message that they want to convey to their audience. One field may look for the help of the other field in order to make the presentation more attractive and interesting. For example, a TV production may look for a help of a photographer to shoot beautiful angles of pictures which can be use in the television.

An understanding of media richness theory is useful in when examining the impact that different communication media types potentially have on the message. Media richness theory comes primarily from the literature on computer-mediated communications (CMC) and is most often associated with business communication. In this context, media richness theory is used to analyze communication media choices and to help reduce ambiguity of communication through the appropriate selection of communication media.

Media richness is explained by some researchers (Trevino, Lengel et al. 1987) as the ability of a medium to carry information. Sitkin, Sutcliffe, and Barrios-Choplin, (1992) identify two components of a medium’s ability to carry information. These two components are the data carrying capacity and the symbol carrying capacity. Data carrying capacity refers to the medium’s ability to transmit information while symbol carrying capacity refers to the medium’s ability to carry information about the information or about the individuals who are communicating.

Researchers who work with media richness theory often rank communication media on their abilities to carry both information types, but especially the second type, symbolic information. The criteria for ranking a medium’s ability to carry information can be based on the ability of the media to, relay immediate feedback, provide feedback cues such as body language, allow the message to be created or altered specifically for an intended recipient, and transmit the feelings or emotions of the communicators. (Daft and Lengel 1984). In discussing communication in online classes, Newberry (2001) builds on the work of these researchers to construct the following table which attempts to place seven different types of communications media in a three-position matrix (high, medium, and low) expressing the media’s performance or its ability to carry: feedback, multiple cues such as body language, message tailoring, and emotions.

Attempting to rank different media choices does not imply that one is better than the other. Each media type has its own advantages and disadvantages and each is probably more appropriate than the others in different situations. In fact that is the point of much of the media richness research; one should choose the media type that offers the greatest efficiency and the greatest opportunity for the intended message to be conveyed accurately. In educational activities the choice of media can be influenced by many factors. Some of which include, technology availability, time constraints, familiarity with the technology, task appropriateness of the technology and desired outcomes of the learning activity.

Credits :

http://sirmarteliascarlo.tumblr.com/post/13437136724

http://download.nos.org/srsec335new/ch2.pdf

http://learngen.org/Resources/lgend101_norm1/200/210/211_3.html

http://www.google.com.ph/imgres?q=media+clipart&hl=en&gbv=2&biw=1366&bih=705&tbm=isch&tbnid=ZI7VceK2uDnqcM:&imgrefurl=http://photoshop.backata.com/2010/08/page/2/&docid=yyzUBQC732DB8M&imgurl=http://photoshop.backata.com/uploads/posts/2010-08/1283202277_91.media-business-icons.jpg&w=1000&h=667&ei=99vkTq_WFuepiAfAx7i3BQ&zoom=1

Ad/PR Case Study # 1: Green-Minded Buyers – Indian and Chinese Consumers More Environmentally Conscious than Western Consumers, says MPG Survey

Because of the fast growing of technology, there are lots of gadgets, appliances and other products have been invented. People used these things in order to accomplish certain tasks in their everyday living. Some of these products are now becoming part of the everyday routine of the people that they can’t complete their day without it. We cannot deny the fact that these kinds of products really contribute a big help to us without knowing or thinking whether these things are socially or environmentally friendly. Are we aware about the effects of these inventions in our environment and social aspects? For me, I think we are not.

People should be more aware about the things we have been using. We should be aware of what are the effects of it in our environment. We should be more conscious about this kind of information because we are the responsible of using it and we will be more affected whenever our nature pays back. But how the consumers can be well informed?

The companies that own these products have the responsibilities in this matter. They should manufacture and produce products that are environmentally friendly. They should be more aware with the effects of their product to the environment so as with the effect of it to the consumers. Some chemicals included in making of some products can develop a bad effect to the environment especially to our health. Companies should be the responsible of informing their consumers about the facts of their products like proper handling, side effects, etc.

From the study conducted, the Chinese and Indians prefer more of using their local products over the international products because according to them these are more socially and environmentally friendly. But why do Filipinos prefer of using imported brands rather than the local ones? Well I can’t say that I’m not using imported products. Yes, I do use them but I appreciated more the local products. I think people are more expose about the information of the imported products maybe because of advertisements. There’s a lack of exposure of our local products which I know better than the imported ones and more environmentally friendly.

This one should serve as a wakeup call to everyone. We need now to be more aware with the products we are using. Maybe today it helps us, but what if it will be the cause of destruction of our surrounding so as to with ourselves? Let’s make our moves before it’s too late. There’s nothing wrong to be GREEN if it is for the goodness of everyone.

Social Responsibility is an ethical or ideological theory that an entity whether it is a government, corporation, organization or individual has a responsibility to society. There is a large inequality in the means and roles of different entities to fulfill their claimed responsibility. Social responsibility is voluntary; it is about going above and beyond what is called for by the law (legal responsibility). It involves an idea that it is better to be proactive toward a problem rather than reactive to a problem. Social responsibility means eliminating corrupt, irresponsible or unethical behavior that might bring harm to the community, its people, or the environment before the behavior happens.

Credit:

http://www.scribd.com/doc/2553498/Social-Responsibility-is-an-Ethical-or-Ideological-Theory-That-an-Entity-Whether-It-is-a-Government

http://www.google.com.ph/imgres?q=go+green&hl=en&biw=1366&bih=677&gbv=2&tbm=isch&tbnid=lerrTrom9wQyhM:&imgrefurl=http://resourceyork.wordpress.com/2011/04/23/go-green-in-the-city/&docid=NyNtKOVS1MxqlM&imgurl=http://resourceyork.files.wordpress.com/2011/04/gogreeninthecity.jpg&w=640&h=424&ei=05jbTp30AYO4iAfN983PDQ&zoom=1

http://sirmarteliascarlo.tumblr.com/post/13437964659

For my assignment in Advertising-Public Relations Case Study subject, I chose the Lucky Me! Commercial “Ang Tunay na Lalaki Marunong Maghintay”. I find this commercial very interesting and a very good one.

This commercial was aired as part of their campaign “FaMealy Day”. It shows one of the best values of Filipino families and the importance of having meals with the whole members of the family. Every members of the family should be present during meal time especially both parents. Dinner time is the best time for each members of the family to gather, eat together, share their whole day story, and have a conversation which they can discuss on some important matters. After long hours of work and staying outside the house, meal time has been the best time for parents to instill to the minds of their children about good manners, right conduct, and moral values that they need to share to them.

Lucky Me! ‘s commercial “Ang Tunay na Lalaki, Marunong Maghintay” shows that beyond being a “modern guy” , the guy still gave importance to the values his parents have thought to him. Having a good communication between the parents and the children is one of the best ways to have a good family. Every members of the family should be open about different issues especially related to the children like pre-marital sex.

The tagline of the commercial “Ang Tunay na Lalaki, Marunong Maghintay” is one of the best tagline I’ve ever heard in a commercial. I believed with this line. There’s a right time at a right place with the right person for everything. We don’t need to rush things in life. We just have to enjoy it. I was just wandering why there are lots of youth are doing things that they should not do in their age especially pre-marital sex which leads to unwanted pregnancy and teenage parenthood.

The Expectancy Value Theory is the media theory that I want to relate for this commercial.

Core:

According to expectancy-value theory, behavior is a function of the expectancies one has and the value of the goal toward which one is working. Such an approach predicts that, when more than one behavior is possible, the behavior chosen will be the one with the largest combination of expected success and value. Expectancy-value theories hold that people are goal-oriented beings. The behaviors they perform in response to their beliefs and values are undertaken to achieve some end. However, although expectancy-value theory can be used to explain central concepts in uses and gratifications research, there are other factors that influence the process. For example the social and psychological origins of needs, which give rise to motives for behavior, which may be guided by beliefs, values, and social circumstances into seeking various gratifications through media consumption and other non media behaviors.

Statements:

Expectancy value theory suggests that ―people orient themselves to the world according to their expectations (beliefs) and evaluations‖. Utilizing this approach, behavior, behavioral intentions, or attitudes are seen as a function of ―(1) expectancy (or belief) – the perceived probability that an object possesses a particular attribute or that a behavior will have a particular consequence; and (2)evaluation– the degree of affect, positive or negative, toward an attribute or behavioral outcome‖ (Palmgreen, 1984).

Expectancy Value Theory focuses on the complex and interactive nature of attitudes. Attitude affects our behavior, intent and goals. In communications, it highlights social influence; in particular, attitude and attitude change. This theory is attributed to Martin Fishbein. It is an investigation of relationships between beliefs about an object and the attitude toward that object (Human Relations Journal). The theory has evolved as refined tool used in various fields (advertising, psychology, education, etc.)

Attitudes predispose a person to behave in a positive or negative way toward the attitude object. The accumulation of data about the attitude object, each piece of information, has been evaluated. Attitude change can occur with new information or a change in the judgment of truthfulness or value. The attitude object can be any concept, organization, person, thing, etc.

With the new information, attitude change can occur in three ways:

It can alter the believability (weight) of particular beliefs
It can change the value of a belief
It can add new beliefs to the attitude structure

The beliefs of the youth today are very different from before. Because of being too aggressive to their words and actions, it results to unexpected consequences which are too young for their age.

In this commercial, I have seen that from the line “ang sabi ng barkada, ang lalaki binibinyagan muna bago ikasal.” It shows that young men beliefs today are very different from the old times. This commercial used the term “binibinyagan” in replace for the sex. Young men nowadays used “having sex” as measurement for masculinity which I think opposite from the beliefs of their parents so as with the other person especially to some girls.

The tag line “ang tunay na lalaki, marunong maghintay” is the one of the best line I’ve ever heard in a commercial. It shows one of the best characteristic of a real man. In the commercial, the guy being modern still gave importance to the teachings of his parents. This commercial wants to show that being in the period of modernization, we have to give importance and enrich more the good values that have been bestowed to us that come from generation to generation. By means of using simple taglines, they can get the attention of their viewers.

The creators of this commercial does not really intended to promote their product. Their intention is for the messages of values that they want to deliver to their audiences. They are positive and looking forward that their advertisement will be one of the instruments to change or bring back the attitude, beliefs, and behavior towards different situations and circumstances of life.

Credits to:

http://www.slideshare.net/cianel/expectancy-value-theory-presentation

http://www.scribd.com/doc/40477217/List-of-Mass-Communication-Theories

http://www.youtube.com/watch?v=1pJoiIuVCnY