Lesson 6: Messages in the Media

What is media?• Media is the communication of information and

messages to the public.• There are many forms of media, including:

– Newspapers– Television– Radio– Internet– Magazines– Internet– Advertising/Billboards– Flyers– Social Media

What are the different types of media?• Media can be divided into three main types:

1. Paid Media: Awareness gained through paid advertising, such as commercials or newspaper ads.

2. Earned Media: Awareness gained through efforts that are not advertising, such as news coverage.

3. Owned Media: Personal promotional sources, such as your own website, blog, Facebook page, YouTube channel and/or Twitter feed.

• Media can also be classified as Old media or New media.

Old Media• Includes broadcast sources (TV and radio) • Includes print sources (newspaper, magazines and

flyers). - Mostly one way communication- Released at a specific time each day/week/month- Reaches a limited number of people in a specific area

New Media• Is easily accessible, such as online sources and

social media platforms. - Usually two-way communication (interactive)- User-driven- Released in real-time (when something happens)- The reach is usually limitless (no borders)

Facts vs. Opinions• In most cases, the news media provides factual

and informational coverage to inform the public without letting their opinions interfere.

• The news media also produces opinion pieces or editorials, where news organizations will share their opinions and analysis.

The Importance of News Media• The news media play an important role in creating

a healthy and strong democracy.• It is their job to inform citizens and make sure our

elected representatives and governments are honest and open with information.

The Role of News Media in an Election1. Report on the events of an election2. Provide a way for parties/candidates to get their message out3. Provide a way for citizens to communicate their concerns and

opinions4. Promote debate between competing parties and candidates5. Advertise the election process to voters6. Share and report on the election results

Alberta Newspapers• Calgary Herald — www.calgaryherald.com• Edmonton Journal — www.edmontonjournal.com• Edmonton Sun — www.edmontonsun.com• Calgary Sun — www.calgarysun.com• Lethbridge Herald — www.lethbridgeherald.com• Red Deer Advocate — www.reddeeradvocate.com• Medicine Hat News — www.medicinehatnews.com• Grande Prairie Daily Herald-Tribune —

www.dailyheraldtribune.com• Fort McMurray Today — www.fortmcmurraytoday.com

Final Thoughts• What are the pros and cons to different types of

media?

• Why is it important to know the difference between opinion and fact?

• Why is media important?