MODULE 5 THE MASS MEDIA AND ADVERTISING 1

MODULE: 5 THE MASS MEDIA AND ADVERTISING

1. THE MAIN MASS MEDIA • Print media e. g. newspapers • Audio e. g. radio • Audio-visual e. g. television • Library • Electronic e. g. Local area networks • Outdoor media e. g. billboards Note: Students should be able to: • Recognise the main mass media categories • List examples of each category

2. COMMUNICATION PROCESS EMPLOYED BY MASS MEDIA 2. 1 DEFINITION OF MASS MEDIA COMMUNICATION ‘mass media communication’ occurs when a sender uses an appropriate channel/medium to send a message to a large group of receivers who receive the message individually and whose feedback is usually delayed.

2. 2 MASS MEDIA PROCESS

2. 3 ELEMENTS IN THE PROCESS These are similar to interpersonal communication: • Sender • Message • Medium • Receiver • feedback

2. 4 DIFFERENCES BETWEEN MASS COMMUNICATION AND INTERPERSONAL COMMUNICATION Please refer to module ONE Note: The students must be able to: • Explain the differences between the interpersonal communication process and the mass communication process.

3. FUNCTIONS OF THE MASS MEDIA AND THEIR ROLE IN SOCIETY • • Inform Educate Interpret Entertain Advertise Render a service Promote culture Act as a moral watchdog Note: • List the functions of the mass media • Explain the role that each mass media play in society

4. LANGUAGE EMPLOYED BY THE MASS MEDIA This include the ff. : • Choice of language which is determined by target group and objective of the message. • Objective usage (factual writing) and subjective usage (emotive writing). • Register, tone and style of rational vs emotional communication. • Ethical rhetoric, manipulative reporting and propaganda. Note: • Identify the target group and decide on the style of communication or language to be used. • Differentiate between factual writing and the expression of feelings/opinions • Choose the appropriate register, style and tone for a given purpose. • Recognise how register, tone and style affect the reader.

5. MANIPULATIVE REPORTING 5. 1 CONCEPT: • Refers to a process where a mass media reports news in such a way that the audience perceives the information either positively or negatively.

5. 2 TECHNIQUES USED IN MANIPULATIVE REPORTING • Showing only one side of the story • Using emotional language • Exaggeration • Citing fake sources • Selective use of research and data • Misrepresenting the truth • Fear Note: students must be able to: Explain and illustrate the techniques used in manipulative reporting

6. PROPAGANDA 6. 1 DEFINITION OF PROPAGANDA An extreme form of manipulative reporting. It is a deliberate attempt by an individual or a group to influence people’s minds by any means available, for their own gain.

6. 2 ELEMENTS OF PROPAGANDA • ETHOS (credibility) - Depends on the personal character of the speaker. - The speaker must appear credible or trustworthy Example: If a political icon like Nelson Mandela is used in messages, they appear credible as many audiences view him as trustworthy. • LOGOS (logic) - Appeals to reason. The speaker must present an argument that sounds logical and that provides proof. Example: A newspaper article titled ‘smoking is unhealthy’ contains facts that prove the claim. • PATHOS (emotion) - Appeals to emotions. It puts the receiver in a certain emotional state, which reduces the receiver’s ability to be critical. Example: images of children suffering in warn-torn regions are used to donate money to help them.

6. 3 TECHNIQUES EMPLOYED BY PROPAGANDISTS • Stereotyping • Selection of facts • Appeal to authority/ the use of testimonials • Assertion • Substitution of names • Generalisation • Pinpointing the enemy • Repetition • Lying Note: students should: • Discuss the techniques used in propaganda • List these techniques in a given passage

7. ADVERTISING IN THE MASS MEDIA 7. 1 THE PURPOSE OF ADVERTISING: - To inform - To remind - To persuade - Note: students should be able to: - Name and discuss the three purposes of advertising

7. 2 CRITICISM AGAINST ADVERTISING • Economic wastefulness • Overexposure • Materialism • Stimulation of false needs • Contributes to stereotyping and manipulation of children • Material in poor taste • Directed at the masses • Appeals to emotions • Misleading and deceptive

8. ASPECTS OF CONSUMER BEHAVIOUR 8. 1 Cultures and sub-cultures 8. 2 Social class and marketing bands 8. 3 Social mobility, conformity or non-conformity and reference groups 8. 4 INFORMATION PROCESSING BY CONSUMERS: Four phases: Note: • Explain these concepts • Explain and discuss the different phases in consumer processing

9. REQUIREMENTS FOR EFFECTIVE ADVERTISING The advertiser must have knowledge of the following: • AIDA formula • Product/service • Target audience • Objective of advertisement • Presentation styles Note: • Name and explain the requirements for effective advertising • Evaluate a given advertisement using the AIDA

9. 1 The AIDA formula This is an acronym which means the ff. : A – attract ATTENTION I – evoke INTEREST D – create DESIRE A – ensure that ACTION is taken Note: Design an effective advertisement using AIDA formula

9. 2 Product / Service The advertiser must convince the consumer of the ff. : • Life cycle • Function (uses) • Brand (identity) • Competition Note: Apply knowledge of product/service to an advert

9. 3 Target audience The advertisers classify the markets into segments, according to the ff. factors: • Demographic: gender, language, occupation, etc. • Psychographic: lifestyle such as hobbies, activities, values and attitudes • Geographic: the work or home are; urban or rural

9. 4 Objective of advertisement Factors to be considered: • Market segment to be reached • Information needed by target group • Reaction required

9. 5 Presentation Styles 9. 5. 1 Factual (hard sell): based on facts and relevant information about the product. 9. 5. 2 Imaginative (soft sell): based on emotional content and feelings. 9. 5. 3 Humorous: based on enjoyment and funny moments 9. 5. 4 Negative: based on feelings of guilt and conscience