OBJECTIVES:
At the end of the lesson, the learners will be
able to:
1. discuss media as an important tool in the
nation-building and strengthening of cultural
identities albeit globalization through
critiquing an advertisement,
2. come-up their own advertisements
presenting community issues applying any
propaganda techniques, presentation of
videos in the class.
INTRODUCTION
5 minutes
Activity 1: Fill me in!
• Divide the class into four groups.
• Think of eight words or phrases that describe a media and information
literate individual based on what you have learned in the previous
modules.
• Each word or phrase should begin with the letters found below.
• A group member will present their output.
L
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MOTIVATION Y
5 minutes
• Mass Media is all around you.
• They exert influences and
implications to the way you view the
world.
• The only one chance to take control
of these influences and effect is if we
become a media and information
literate individual.
• This entails recognizing,
acknowledging and managing your
exposure to media and information.
Media and Information
literacy is similar to an alarm.
It alerts you when a hidden
meaning subliminally tries to
persuade you to think in a
certain way.
How does media affects your
consciousness?
1. Objectification - this
happens when the camera
pans in certain portions of
the human body to
highlight that portion
INSTRUCTIONAL DELIVERY
40 minutes
2. Propaganda and Fallacies
• Propaganda is the use of arguments
to convince someone of something.
• Propaganda is a way of manipulating
people.
• Propaganda works because it
capitalizes on the basic characteristics
human beings share, such as
language; emotions like love, fear, and
hate; and a feeling of superiority.
2. Propaganda and Fallacies
•Fallacy is a mistaken belief or
idea.
•It is something that is believed
to be true but is erroneous.
Activity [Link]’s Collaborate!
1. With the same group, the teacher distributes a
hand-out about the lesson.
2. Each group will read and comprehend what is
in the hand-out for ten minutes.
3. After the given time, the teacher will present
pictures related to topic and each group
identifies and lists down what fallacy the
pictures depict. They will write their answers in
a manila paper.
4. All groups post their outputs on the board.
5. The teacher continues the discussion.
PROPAGANDA TECHNIQUES &
FALLACIES
1. Techniques of Self-Deception
Prejudice – prejudging because of
indoctrination, conditioning, or prior experience
Example:
Two members of the Nerd family are crooks and
not too bright, either. Along comes Emily Nerd.
Because some people will make the generalization
that all Nerds are thieves and stupid, poor Emily
will be treated unfairly even if she is honest and
smart.
Rationalization – to make excuses that
are not the real reasons something
happened
Example: I failed the test because the
teacher doesn’t like me.
2. Techniques of Language
Emphasis - quoting what a speaker said
but changing the intonation to change
the meaning
Example:
We should not speak ill of our
friends vs We should not
speak ill of our friends.
Abstract terms - using a term
without concrete distinctions
(e.g., the poor, disadvantaged
children, dysfunctional
families)
3. Techniques of Irrelevance
Appearance - appearance is used to sway
opinion
Example:
A woman demonstrating a bathroom cleaner on
TV ads is shown gently wiping a deep blue sink,
smiling, then exiting a very shiny bathroom. The
viewer may not consider how many people pre-
cleaned the bathroom, how hard they scrubbed, or
that glossy blue appears shinier than beige on TV.
Status - people have a need to feel
superior; everyone is inclined to believe
that he is a member of the best country
club, the best religion, at the best school,
living under the best form of government
in the best country
Example:
People will often buy products that are
expensive or rare because they feel the
prestige of the product supports their
status.
4. Techniques of Exploitation
Appeal to Pity - using sympathy to
secure action
Example:
Mrs. M, if you don’t give me an “A” my
father will beat me or I know I should
have done my project but my father just
died and I broke my leg.
Bargain appeal - an appeal to get the
consumer to buy something to save
money
Example:
Buy one, get one free or Buy a whole case of
canned peaches to save $.60.
If the consumer buys the "bargain," without
making product or price comparison, the
technique has worked.
5. Techniques of Form
Selected instances or card stacking -
supporting a position by carefully
choosing examples that back it and
disregarding other examples
Example:
Advertisements for weight loss programs
and acnes medications use this technique.
Composition – faulty reasoning that
has to do with how things are put
together, transferring a characteristic
of the parts to the whole
Example:
He’s got good looks, nice clothes, nice car.
He’d be a great boyfriend. Or It has to be
a terrific movie. It has all those great
stars in it.
6. Tricks of Argument
Diversion or red herring - to avoid an
unresolved issue by changing the subject
Example:
An argument with a state senator about
Arizona inadequately funding education can be
side-tracked when the senator agrees about
how hot and uncomfortable classrooms are
without air conditioning and starts talking
about his elementary school.
Ad hominem - instead of attacking a
proposition, the opponent attacks the
person making the argument
Example:
Don’t listen to him; he’s just stupid.
1. Ad hominem
2. Composition
3. Selected instances or card stacking
4. Appeal to Pity
5. Bargain appeal
6. Appeal to Pity
Four theories of Media
Media in Nation Building
Section 24, Article II.
• The State recognizes the vital role
of communication and
information in nation building.
BIOLINK COMMERCIAL
Media in Nation Building
Section 11, Article XII
• No franchise, certificate, or any other form of
authorization for the operation of a public utility shall be
granted except to citizens of the Philippines or to
corporation or associations organized under the laws of
the Philippines at least sixty per centum of whose capital
is owned by such citizens, nor shall such franchise,
certificate, or authorization be exclusive in character
except under the condition that is shall be subject to
amendment, alteration, or repeal by the Congress when
the common good so requires. The State shall encourage
equity participation in public utility enterprise shall be
limited to their proportionate share in its capital, and all
the executive and managing officers of such corporation
or association must be citizens of the Philippines.
Media in Nation Building
• Section 10. Article XVI
The state shall provide the policy environment
for the full development of Filipino capability and the
emergence of communication structures suitable to
the needs and aspirations of the nation and the
balanced flow of information into, out of, and across
the country, in accordance with a policy that respects
the freedom of speech and of the press.
The Philippines is divided by lands and
languages; thus, to bring the people from these
islands closer, infrastructure on media and
information must be continuously built and
propagated.
ACTIVITY 3. VIDEO ANALYSIS!
•Students will analyze the
advertisements applying the
fallacies and propaganda
techniques.
•Selected students will share their
answers to the class.
VIDEO ANALYSIS!
Bargain appeal - an appeal to get the
consumer to buy something to save
money
Example:
Buy one, get one free or Buy a whole case of
canned peaches to save $.60.
If the consumer buys the "bargain," without
making product or price comparison, the
technique has worked.
VIDEO ANALYSIS!
Status - people have a need to feel
superior; everyone is inclined to believe
that he is a member of the best country
club, the best religion, at the best school,
living under the best form of government
in the best country
Example:
People will often buy products that are
expensive or rare because they feel the
prestige of the product supports their
status.
VIDEO ANALYSIS!
Appearance - appearance is used to sway
opinion
Example:
A woman demonstrating a bathroom cleaner on
TV ads is shown gently wiping a deep blue sink,
smiling, then exiting a very shiny bathroom. The
viewer may not consider how many people pre-
cleaned the bathroom, how hard they scrubbed, or
that glossy blue appears shinier than beige on TV.
ACTIVITY 4. IT’S SHOW TIME!
Students will make a video
advertisement based on economic,
social, political, & educational
issues. To be presented in the class
next meeting before posting in the
FACEBOOK group page.
ACTIVITY 4. IT’S SHOW TIME!
Mechanics:
1. The class divided to five groups.
2. The teacher will prepare the topics to be
drawn by the leader in each group.
Activity Proper:
Each group will make 30 seconds video
advertisement.
During the class, each group will present
their output through multimedia
presentation.
RUBRICS
ACTIVITY 5. MY THOUGHTS!
Instruction: In not more than fifteen sentences
answer the following questions.
1. What is perceived necessity by media
organizations to resort to the use of fallacies to
promote their ideas/agenda about a topic?
2. How is media and information literacy
important in identifying fallacies?
3. How can media and information affect
individuals? How about societies?
4. Why is media pivotal in building individual and
national identity?
