Module 6: Communication Media

Activity 6.1.

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	Immediate and Direct. Feedback happens in real time (verbal or non-verbal)	Delayed, none, or absent. Receiver can’t directly influence the message at the given time.
Control of pace	High. Both sender and receiver can adjust pacing based on reactions	Low. Audience cannot change the speed. Sometimes, content is pre-set, scheduled, and mostly are broadcasted
Message Codes Used	Multi-sensory and could be contextual depending on tone, facial expression, gestures, and body language	Limited. Print = Visuals Radio = audio TV = Audio and Visual
Multiplicative power	Relatively low; as one interaction can only reach one, or few people at a time	Very High. A broadcast message can reach a large volume of audience (thousands, in an instant)
Direction of message flow	Mostly two-way and conversational.	One-way. Top Down. Sender to large audience.  Minimal to low reverse flow.
Message Accuracy	High. Misunderstanding can be addressed immediately through clarification	Low accuracy due to misinterpretation.
Power to preserve a message	Low. The message could disappear unless recorded.	Strong. Messages can be recorded, printed, and redistributed. Archiveable.
Ability to select the receiver	High. Sender can choose who to talk to. Targeted. Personal and specific.	Low. Audience is mixed and broad, often anonymous. Difficult to target one individual.
Ability to overcome selectivity	High.  Sender can adjust instantly, repeat, rephrase, or check understanding.	Low.  Noise can disrupt understanding (both technical and psychological)
Ability to meet specialised needs	Yes. Messages can be customized for individuals or small groups.	Weak. Messages are mostly generalised to appeal to a mass audience.
Speed to a large audience	Slow. Person-to-person communication spreads gradually.	Very Fast. Mass media can reach a considerable audience in seconds.

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Activity 6.2.

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

From my own experience growing up in Nueva Vizcaya, and later through my work in communication and marketing, television remains the most commonly owned medium in Filipino households. I’d also like to add radio for low-income families and rural communities, which is sometimes the only appliance they have access to, if not a TV. 

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

Printed Materials like newspapers and magazines, and a desktop computer. 

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

• Most exposed: Without a doubt, mobile phones or smartphones. In the Philippines, one of the most active social media markets (especially Facebook) and other messaging and entertainment apps, mobile phone use has overtaken traditional channels in terms of frequency and immediacy of exposure.

• Least exposed: I would say newspapers. Aside from the fact that newspaper publishers are now going online, exposure to printed materials, especially among young people, is low. 

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

For me, it will be against TV and Smartphones. TV, as one of the media most commonly owned by Filipinos, and smartphones for the ease of access, and speed of distribution. 

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Activity 6.3

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