Module 6. Communication Media

OBJECTIVES
At the end of the first part of this module, you should be able to:
1. give the advantages and limitations of the various communication media;
2. explain how the various media are used; and
3. discuss the implications of new communication technology on development.

ANSWERS:

Activity 6.1. How do interpersonal media differ from the mass media? Fill up the following matrix BEFORE you proceed to the next section. As an example, I have done the first one for you.

CHARACTERISTICS	INTERPERSONAL MEDIA	MASS MEDIA
Senses stimulated at a time	3 or more at a time (sometimes, all)	One or two at a time
Opportunity for feedback	Maximum, immediate	Minimum, delayed
Control of pace	Controllable	Uncontrolled
Message codes used	Verbal and non-verbal	Highly verbal
Multiplicative power	Slow	Fast
Direction of message flow	Two-way	One-way
Message accuracy	Low	High
Power to preserve a message	Low	High
Ability to select receiver	High	Low
Ability to overcome selectivity and noise	High	Low
Ability to meet specialized needs	Serves specialized needs	Serves common needs
Speed to a large audience	Low	Common

Comments. How did you find the activity? Let’s compare your answers with the matrix found in your textbook. 

The important thing to remember in all this is that this exercise is not meant to emphasize the importance of interpersonal channels over mass media channels (or vice versa). Rather, it reiterates that as development communicators, we should understand the strengths and weaknesses of both so that we can decide when to use one and skip the other (or use both!) in any given communication situation. 

Activity 6.2. Based on your experience and knowledge, answer the following questions:

1. Which medium do households all over the Philippines most commonly own?

Radio and television are the most commonly owned media in households all over the Philippines. Radio, being one of the most accessible and affordable forms of media, is widely prevalent. Various types of radio sets are available, catering to the diverse needs and preferences of the population. Radio signals cover extensive geographic areas, making it a vital source of information for both urban and rural communities. Even in remote areas with limited access to electricity, battery-powered radios remain in common use. Television, on the other hand, has also gained widespread ownership. While it may be relatively more expensive than a simple radio, television sets have become ubiquitous in both urban and rural regions. Television offers a combination of visual and audio elements, making it an influential medium for conveying information, entertainment, and advertising. National and local television networks broadcast a wide array of programs, including news updates, teleseryes (drama series), game shows, and more. Television serves as a primary source of news and entertainment for many Filipinos.

2. Which medium do households least commonly own all over the Philippines?

Households in the Philippines least commonly own personal computers or laptops. These devices tend to be less prevalent compared to traditional media such as radio and television. While computer ownership is increasing, it is not as widespread as other media due to factors like cost, infrastructure limitations, and access to electricity, especially in rural and remote areas. However, the use of mobile devices, including smartphones and tablets, has been on the rise and may be more common than personal computers in some regions.

3. Which medium are most Filipinos exposed to? Which medium are they least exposed to?

Most Filipinos are exposed to television as it is one of the primary sources of information and entertainment in the Philippines. This information is based on general media consumption patterns in the country.

Least exposure might be to print magazines because their readership has been on the decline in recent years due to the rise of digital media and social platforms. You can find this information in various news articles and reports on media consumption trends in the Philippines.

4. Which medium do they depend on most for information on current events/issues?

Filipinos are increasingly depending on social media platforms for information on current events and issues. With the widespread use of smartphones and internet connectivity, platforms like Facebook, Twitter, and YouTube have become significant sources of news and updates. Many Filipinos rely on social media for real-time information, especially during critical events and emergencies. This shift towards social media as a primary source of information is supported by various studies on media consumption habits in the Philippines. It reflects the growing impact of digital technology on how people access news and stay informed.

Activity 6.3. Place a check on the boxes of the statement that explain some of the impact of new communication technology on development

• Job displacements
• More, generally better jobs generated
• Globalization
• Streamlining of business opportunities
• Reducing importance of middle management 
• Change definitions of community
• Focus on credibility of sources
• Offer new ways of learning

NOTES:

• Media Characteristics: The chapter begins by distinguishing between interpersonal media and mass media based on their characteristics, such as the number of senses stimulated, feedback opportunities, message codes used, and more.

• Media Suitability: Interpersonal communication media are more suitable for situations requiring immediate feedback, two-way discussions, specialized needs, and control over the pace of learning. In contrast, mass media channels are better for reaching large audiences quickly during emergencies.

• The Importance of Mass Media: Mass media, including radio and TV, play critical roles in disseminating information during emergencies, preserving scientific data, and addressing common needs.
• Radio: Radio is widely available, affordable, and suitable for reaching illiterate audiences. It offers flexibility in content and style but has limitations in illustrating complex technical concepts and providing immediate feedback.
• Development Communication through Radio: Community radio stations, like Radyo DZLB, are essential for covering local events, explaining local projects, and providing tailored development content to specific audience groups.

• Television: Television has the advantage of combining sound and visuals to communicate complex messages. It reaches both literate and illiterate audiences but faces challenges related to accessibility and availability.

• Newspapers: Although fewer people read newspapers than listen to the radio or watch TV, newspapers are valuable for presenting technical data, offering detailed information, and creating awareness. However, their limited audience, cost, and one-way communication pose challenges.

• Other Media: The chapter also discusses various media like cinema, folk theater, wall painting, billboards, and other visual aids, highlighting their advantages and disadvantages in development communication.

• Information and Communication Technologies (ICT): The chapter touches upon the evolving ICT landscape, discussing presentation media like photos, slides, video monitors, computer graphics, and more.

• Overall, the chapter emphasizes the importance of understanding the strengths and weaknesses of each communication medium to make informed decisions about when and how to use them for development communication. Additionally, it introduces the concept of ICT and its relevance in the field of development communication.