Media Producers, Stakeholders, and Audience Media producers - refer to the people who initiate, plan, and produce media texts. Stakeholders - refer to people or organizations that share the same interests or intentions. Audience - is a significant element in delivering media texts. Producers also consider the reaction of the audience by looking into the following: • • • • • • • Audience analysis. The process of looking into the demographics (age, gender, social status, etc.) and psychology (values, beliefs, attitude) of the audience. Audience Engagement. This refers to the reaction of the audience to the media text. Different people react in varied ways to the same text. Audience Expectations. This refers to the anticipation of the audience about the text. Producers may satisfy or shatter the audience’s expectations. Audience Foreknowledge. This refers to the exact information (not expectations) which the audience brings about the media output. Audience Identification. This refers to the connection built by the media text to the audience. Audience Placement. This refers to the strategies producers use to make the audience feel that the media text is made specifically for them. Audience Research. This refers to the monitoring of the audience before, during, and after the production of the media text. Legal, Ethical, and Societal Issues in Media and Information PROPERTY RIGHTS • Property rights define the theoretical and legal ownership of resources and how they can be used. INTELLECTUAL PROPERTY (IP) • It pertains to the output of a person's intellectual pursuit such as literary and artistic works, inventions, logos, symbols and signs as well as the name and images used for commercial purpose or advertisements. Republic Act No. 8293 (The Intellectual Property Code of the Philippines) This is an act prescribing the intellectual property code and establishing the intellectual property office, providing for its powers and functions, and for other purposes. TYPES OF INTELLECTUAL PROPERTY 1. Copyright 2. Patent 3. Trademark 4. Industrial Design 5. Geographical Indication and Appellation of Origin COPYRIGHT • A set of rights granted to the author creator of a work, to restrict other's ability to copy redistribute and reshape content. Copyright Infringement. A violation of a copyright. The coverage of the copyrights are the following: Books, Music, Paintings, Advertisements, Films, Databases, Maps, Technical Drawings. COPYRIGHT VALIDITY Literary Works - During the lifetime of the author plus 50 years after death. Art - 25 years from the date of creation. Photographic Work - 50 years from the publication. Trademark - Valid for 10 years and may be renewable for 10 years. Invention Patent - Valid for 20 years from filing date application. PATENT • It is an exclusive right granted to an invention. • As an inventor, always apply for the patent of your discovery. The coverage of a patent is the exclusive right granted for an invention. (Inventions by a person, company or organization) TRADEMARK • A specific sign associated with a particular brand of goods and services. The coverage of trademark are: Brand Names, Product Names, Company Logos and Slogans. INDUSTRIAL DESIGN • Industrial Design constitutes the ornamental or aesthetic aspect of an article/object. The coverage of industrial design are the following: Designs of an object (shape or surface, patterns, lines or colors) GEOGRAPHICAL INDICATION AND APPELLATION OF ORIGIN • These are signs used on goods that have a specific geographical origin. The coverage of Geographical Indication and Appellation of Origin is the name of the place of origin of the goods/products. FAIR USE • A principle in copyright law that provides us with a limited ability to use copyrighted material without getting permission for limited purposes: personal use, non-profit uses, education, criticism or commentary, news reporting and parody. Factors considered for Fair Use: 1. The purpose and character of your use 2. The nature of the copyrighted work 3. The amount and substantiality of the portion taken 4. The effect of the use upon the potential market CREATIVE COMMONS • An American non-profit organization and international network devoted to educational access and expanding the range of creative works available for others to build upon legally and to share. DIGITAL DIVIDE • refers to the gap between demographics and regions that have access to modern communication and information technology.
