Chapter 4

Lesson 1
SLIDE 6
• Before starting the discussion proper, put thing into proper perspective first by telling the students first that the
process of selecting what to include and what not to include in a certain story is best illustrated by the way we
frame an event or a scene before we click the shutter of our cameras. Some do it with a deliberate choice, most
of the time guided by the conventions of composition in photography. Others simply zero in to a central image
and may even take the option of blurring the background so that the foreground image may assume more
prominence. In this case, the frame is used literally—as a structure that surrounds something.

• Now begin with frames in media production.

A frame story (also known as a frame tale or frame narrative) is a literary technique that sometimes serves as a companion piece to
a story within a story, whereby an introductory or main narrative is presented, at least in part, for the purpose of setting the stage
either for a more emphasized second narrative or for a set of shorter stories. The frame story leads readers from a first story into
another, smaller one (or several ones) within it.

SLIDE 8

• Define first status quo. Say: Status quo is the prevailing state of a airs in society— the social institutions and the
relationships that exist between institutions and social classes.

status quo
-The way things currently are; normal conditions.
- the existing state of affairs, especially regarding social or political issues.
- kasalukyang Kalagayan

SLIDE 13

• To explain the second point, you may say: Tangible elements could be the social class, largely determined by
income and other material possessions, as well as the spaces inhabited. Intangible elements could come with the
values and attitudes a person or a group is predisposed to.

SLIDE 15

• Note to the students that this definition carries more weight than the other definitions stated in the book since
this one underscores the willful and strategized move to “shape perceptions” and even, “manipulate”, with the
sole intention of furthering the objective of the propagandist.

Propaganda is the spread of information or ideas with the purpose of influencing feelings or actions. Propaganda is
always biased and can be negative or positive, but usually has a negative connotation.

Persuasion - the act of persuading (or attempting to persuade); communication intended to induce belief or action.
- hikayat; himok; yakag;
Propaganda Definition
Propaganda is spreading of rumors, false or correct information, or an idea in order to influence the opinion of
the society. It may advance an idea or bring into disrepute an opposite idea. In literature, writers use propaganda
as a literary technique to manipulate the public opinion for or against one idea or another. In history, we can
search a plethora of literary works used as propaganda to shape the public perceptions, and direct their behavior
to get a response. Generally, propaganda is a technique for convincing people, misleading in nature and
promotes a viewpoint or a political cause.
Common Examples of Propaganda
 Building a mental image - A politician will present an image of what the world would be like with immigration or
crime so that the voters will think of that image and believe that voting for him will reduce that threat.
 Overstating participation - The concept of "Get on the Bandwagon" is appealing to a huge number of people by
finding common threads, like religion, race, or vocation. The theme here is "everyone else is doing it, and so
should you."
 Building false images - Presidents try to appear to be “common folks” but they really aren’t. Examples are Bill
Clinton eating at McDonald’s or Ronald Reagan chopping wood.
 Generating fear - Fear is generated to change people’s behavior. An ad will show a bloody accident then remind
people to wear their seatbelts.
  Promising happiness - Selling happiness is a concept used in ads, such as a well-liked actor will
explain why you need to buy a product in order to solve a problem.
  Creating a false dilemma - An example of false dilemma is where two choices are offered as if they
are the only two options. For example, a president saying in order to reduce the deficit, we have to either
tax the wealthy more or ask seniors to pay more for Medicare.
  Using slogans - If a slogan is repeated enough times, eventually the public will come to believe it.

Since propaganda is rampant in politics, here is a list of generalities that are used often by politicians:

 Actively  Courage   Liberty   Reform 

 Caring   Crusade   Moral   Rights 
 Challenge   Dream   Opportunity   Share 
 Change   Duty   Passionate   Strength 
 Citizen   Family   Peace   Success 
 Commitment   Freedom   Principled   Tough 
 Common sense   Hard working   Prosperity   Truth 
 Confident   Humane   Protect   Vision 
 Legacy   Initiative   Proud

SLIDE 17
• Tell the students that, from the definition, we can sense that persuasion has a transactional quality. There is a
relationship between the persuader and the one being persuaded. Persuasion happens because there is an
imperative to be addressed, a need that has to be filled up. It can also be an interactive process—the two parties
agree on a process and suggest a mutually agreed upon message that results from exchange of opinions. The
one who is the object of persuasion is an active audience negotiating meaning in the hope that it will benefit
them.

LESSON 2
Media and Ideology

SLIDE 20

• Define first what ideology is. Say: Ideology actually means a more coherent system of concepts and beliefs held
by an individual or a group. Most of one’s ideological beliefs touch on the dynamics of power.
ideology -an orientation that characterizes the thinking of a group or nation
source.
- imaginary or visionary theorization source.
-The science of ideas.
- Ideolohiya

• To explain false consciousness in the first point, you may say: Ideology is a powerful mechanism that exerts
control over the people, specifically the oppressed classes who are forced to accept the ideology of the ruling
class. The use of the word “false” is actually to state that what they receive is not the ideology of their own class
but the ideology of the powerful classes in society.

Karl Marx was a German-born scientist, philosopher, economist, sociologist, journalist, and revolutionary socialist. Born
in Trier to a middle-class family, he later studied political economy and Hegelian philosophy. As an adult, Marx became
stateless and spent much of his life in London, England, where he continued to develop his thought in collaboration with
German thinker Friedrich Engels and published various works, the most well-known being the 1848 pamphlet The
Communist Manifesto. His work has since influenced subsequent intellectual, economic, and political history.

SLIDE 21

• Tell the students that the first point was put forth by Antonio Gramsci, who favored the idea of hegemony over
the idea of false consciousness, while the second point was suggested by Stuart Hall.

Hegemony – pananakop
- the dominance or leadership of one social group or nation over others
Ang hegemoniya (Griyego ἡγεμονία hēgemonía, "pamumuno") ay ang politikal, ekonomika, o militar na
pangingibabaw o kontrol ng isang estado sa iba pa [1][2][3][4] Sa sinaunang Gresya, tumutukoy ang isang hegemoniya sa
pangingibabaw ng isang lungsod-estado sa iba pang lungsod-estado.

SLIDE 22

• Before discussing the slide, note first to students two opposing views regarding the dominant ideology that the
media promote: There are those who argue that media promote the interests of the ruling classes, the most
powerful segments of society, thereby carrying the dominant ideology, while there are also those who assert
that media texts can also contain the messages that challenge existing worldviews other than that of the
powerful classes.

Dominant Ideology – nangingibabaw na ideolohiya.

Purveyor-a person who purveys, provides, or supplies: a purveyor of foods; a purveyor of lies.
- a person who sells or deals in particular goods.
seller, vendor, retailer, supplier, trader, peddler, hawker
synonyms:
"a local purveyor of gourmet sandwiches"
- a person or group that spreads or promotes an idea, view, etc.
pur·vey·or pronuounced as purˈvaer/ purver

SLIDE 23

• To expound on the first point, you may say: Members of a group are attributed certain characteristics. Most of
the time these characteristics are widely held as true and is an oversimplified image of a group or a person
belonging to a certain group.
• To cite an example for the second point, you may say: The Visayan house helper, for instance, is a recognizable
type in movies and television. Most of the time the house helper is a woman, talks with the characteristic
inflection, and is presented as someone sloppy and clumsy with her work. The production and reproduction of
the stereotypes has important implications, both for the Visayans and for house helpers as an occupation. This
instance of stereotyping stigmatizes the Visayans as household helpers.

Ang stereotyping ay ang pagtukoy ng tao ayon sa panlabas na anyo nito madalas ito ginagamit panghusga ng mga tao
katulad ng:

stereotypes - napagkaugalian; mga napagkaugalian; ang mga napagkaugalian;

glaring - Clear; notorious; open and bold; barefaced; as, a glaring crime; a glaring mistake.(adjective)

LESSON 3
Hegemony pronounced as hegemani
Hegemony – pananakop
-leadership or predominant influence exercised by one nation over others, as in a confederation.
- leadership; predominance.
-(especially among smaller nations) aggression or expansionism by large nations in an effort to achieve world
domination.

SLIDE 26
• Before starting the discussion on the lesson, note to the students first that Gramsci’s concept of hegemony that
has come to exert more force in theorizing about the relationship of media and ideology because his
interpretation sees the operations of ideology as something covert and appears as something consensual
between media producers and consumers or audiences, rather than something coerced.
• Now, proceed with defining coercion and consensus.
COERSION –pronounced as cowersion
- the practice of persuading someone to do something by using force or threats.
- pagpipigil ; pagpigil

CONSENSUS – agreement in the judgment or opinion reached by a group as a whole

- Pinagkasunduan, pinagkaisahan, pinagkasunduan

SLIDE 27
• As a chapter activity, you may want your class to perform Culminating Activity (see page 105 of the textbook).

Interpellation - pagtatanong sa nagsasalita

…ENGLISH
Interpellation is the process by which the ideology embedded in media texts is passed on to the audiences which turn
them into new subjects.
….IN TAGALOG
Pagtatanong sa nagsasalita ay ang proseso kung saan ang ideolohiya naka-embed sa mga teksto media ay lumipas sa sa
mga mambabasa na i-on ang mga ito sa mga bagong paksa.