Pop Culture and The Rise of Social Media in The Philippines: An Overview

Merlin, Danielle G.
CRIM01-C
Pop Culture and the Rise of social media in the

Philippines: An Overview by Aj Garchitorena
Read the article attached here and in your own words briefly explain the following concepts and answer the question:
Netizen
From what I've gathered, this term was first used by Michael Hauben; it's an adaptation of the term "Net
Citizen," which describes those who regularly utilize the internet. Netizen, a term Michael Hauben coined and
popularized, is a slang variation of "Net Citizen." An individual who behaves as a global citizen and helps to
further the development of the Internet is what Hauben calls a "Netizen." When it comes to issues or topics on a
worldwide scale, internet users may be a crucial source of knowledge. Hauben's pointed out that individuals can
be a source of knowledge in the age of the Internet, since their unique viewpoints help to determine what is
authentic and what is not.
Agenda Setting-Theory
As proposed by McCombs and Shaw, this means that the public has been swayed by the media to keep the
conversation centered on a certain issue, event, or narrative point. It's like they've set up an elaborate charade to
draw our attention. The "Agenda-setting theory" was created by McCombs and Shaw. The media, it is argued,
not only reflects a candidate's views during a campaign, but also shapes and determines the themes that will be
discussed. The tone of a political campaign may be set in part by this. People may be led astray into thinking
something is happening when in fact nothing is happening, or they may be given false hope by the media's
heightened focus on a select few subjects or topics. In addition, media outlets have an impact on political
discourse by selecting and stressing topics in news broadcasts. By its own terms, it establishes the media as the
principal arbiter of news coverage, selecting stories for coverage based on their own values and priorities.
Political Economy of Media

According to what I understood, influential individuals or groups control the content that is promoted to
the forefront of news feeds and otherwise governs the information distributed via various media outlets. The
Propaganda Model developed by Hermann and Chomsky examines the influence of various power structures on
the dissemination of information through the mass media. The idea attempts to "make sense" of the processes by
which people are persuaded to accept economic, social, and political agendas.
Merlin, Danielle G.
CRIM01-C
Cross-promotion
To cross-promote is to promote the same overarching subject about your company or brand on many
social media sites in a way that is optimized for the specific audience and user experience of each platform.
Brand awareness is boosted together with product or service promotion, lead generation, increased sales, and
monetary gain. It is widely accepted that the "vulgarization of the arts" and the "rise of infotainment" both exist
to encourage advertisers to buy time during television and radio programs and online content that feature
commercials. If a person is watching a video on Facebook, YouTube, or any other social media network, an ad
will start playing and provide related content shortly after the video ends. Ads for unrelated goods and services
are integrated into other media, such as Facebook videos.
How does media affect the life of people in socio-political aspect?

Evidently, politicians' use of the internet for campaigning and message dissemination has expanded
beyond the traditional media like television, newspapers, and radio. They use it to spread their propaganda and
even set up their own websites to collect and present their resources. Politicians used to utilize newspapers,
radio, and television to advertise and spread their propaganda, in addition to public campaigning. Politicians in
the modern era often use social media to spread word about their policies and gain support from the general
public. Understanding what voters want is an integral component of every successful political campaign, and
this includes developing ads. They also created profiles across various social media networks to further
disseminate their message. This proves Hauben's Netizen hypothesis, in which he foresaw the physical borders
of the planet collapsing as a result of the quicker flow of information and communication through the internet;
the result is boundless and transcendent, unquestionably a hallmark of 21st century high technology. Hauben
also saw the democratizing potential of media, given that anybody may express themselves online, but this can
only happen if everyone, including those on the periphery of society, is given a voice.

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Merlin, Danielle G.

Pop Culture and the Rise of social media in the

Political Economy of Media

How does media affect the life of people in socio-political aspect?

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