Various sources of information, such as the television, radio and the newspaper provide us with day to day updates with what goes on around the world. In many cases, articles we read or hear from such outlets tend to affect how we portray certain things.
These thoughts can be positive or negative but to some, such sources are heavily scrutinised before opinions are created. People tend to always believe what they read from the media. Since such media is usually heavily government controlled, most regard articles portrayed in them to be reliable.
As such, news highlighted in such avenues tend to be adopted by the vast majority without much thought. For example, if a country were to wage war on another nation, usually media from the initiating country will try to portray the targeted country in a negative light.
Another clear example is North Korea. They are left with no choice but to adapt and act accordingly for fear of their lives. For some, however, reading the news is always done with reserved judgement. For example, they might prefer to read articles with a pinch of salt and do research on their own to find out the truth before drawing conclusions to situations being addressed.
Such individuals do not let the general media control their actions or thoughts and are independent with their opinions. In conclusion, the media can affect thoughts and behaviour under certain conditions but some remain unaffected and only choose to believe what they want to. It is an irrefutable fact that in this contemporary world, mass media playing a vital role in the society.
In this scenario, how mass media like news paper, TV, radio, etc. There are various factors which could be supporting Mass media having positive impact on society. First and foremost, ease of communication could be a noteworthy point to be considered. It is generally seen that there is a chance to spread the news and articles through the face book or television will reach the society within the hours. In addition, mass media is convenient to advertise a product could be another substantial factor to substantiate aforementioned topic.
Despite having positive impact on society, mass media having some negative impact on society, which could not be neglect without careful consideration.
It ma defined as most of the news channels spreading fake news for ratings. For example, in the year of a famous news channel in USA convey a wrong news about terrorists attack in Texas city. Moreover, most of the students addicting to the social media could be another essential factor to be support above mentioned cope. In the end, Indeed, according to my opinion mass media having lot of impacts on society; however, need to consider negative impacts of mass media without neglect.
The function of mass media is to primarily reach out to the masses and equip them with information. Other than this mass media also works to scrutinize and observe the surrounding by giving us information in the form of news about the goings-on in society.
The latest news updates keep the masses posted about the happenings in not just their own land but around the world as well. The media also helps to disseminate and interpret information. For example weather forecasts allow farmers to plan ahead.
News of tidal wave activities and storms keep fisherman from going from fishing. The media also helps to keep the fabric of our social heritage intact by organizing various programs that showcase our customs, our myths, and our progress as a civilization. Advertising is another by product of mass media. It helps sell goods and services through commercials and sponsorships. The media also helps in spreading social awareness. Whether it is anti smoking propaganda or the empowerment of women, the promotion of a greener environment or the education of the girl child, media works relentlessly to put across social messages.
Also, televisions have become more affordable so now the majority of households in the UK own at least one. In the past, religion was seen as a major influence within society, but now the media has taken over and religion is much less prominent.
Other important forms of socialisation are also being replaced by the media such as play, and interaction with peers and adults. Also, the media used to be owned by numerous families, whereas it is now owned by a very small number of people through large mergers. Any party which was supported by newspapers owned by Murdoch has won every general election since , suggesting that media ownership also means having a political influence.
Sociologists have also had to take into account the effect of the internet on British and global culture, which is a fairly recent phenomenon. There are three main perspectives when analysing the mass media. These are Pluralism, Marxism and Feminism. The Pluralism perspective states that within society, there is no dominant group, and instead there are a variety of groups who have equal power. This theory has been likened to a Functionalist view. According to the law, the BBC must be impartial and unbiased, but newspapers do not need to be.
Nicholas Jones states that although the BBC may seem biased on some issues, this is down to which group presents their views more coherent way, and therefore gains more support.
Katz and Lazarsfeld claim that the media has limited influence on society, and that there are five variables which affect the way in which audiences respond. The amount of exposure that a certain issue gets The type of medium which is used. For example, footage on television of starving children has a more profound effect on audiences compared to a newspaper story. Pluralists argue that the mass media provides a diverse and varied choice for the public, and that one dominant ideology does not exist, but rather a real choice of different opinions.
It is because of this variation that the mass media has almost no influence on the audience, and that it reflects their views. The Pluralism perspective of the mass media is strong in recognising that there is a huge range and variation of opinions. It recognises that the audience is able to make up their own minds, regardless of what the media portrays, and also the power they have in controlling the media content.
However, Pluralists are criticised for ignoring the concentration of ownership within the media, which can be a major factor in what messages and stories are published. They are also criticised for ignoring clear evidence of bias, especially political bias.
The Marxist perspective of the mass media emphasises the ability of the media to influence and control people. Marxists claim that the bourgeoisie maintains control and power over the proletariat through the outlet of the media.
They argue that the mass media portrays capitalism positively, which therefore promotes a false consciousness, and prevents the proletariat from becoming class conscious. Noam Chomsky, in Manufacturing Consent: The Political Economy of the Mass Media claims that the mass media is a powerful ideological institution which supports the system of capitalism through internalised assumptions and self-censorship, without obvious force.
Marxists state that there is a severe lack of diversity in the media, possibly because it is owned and controlled by so few corporations. For example, the Walt Disney Company owns the most mass media companies in America, and is the biggest media conglomerate in terms of revenue.
Marxists also emphasise the power of advertisers. Every media outlet has to have advertisements in order to support the cost of production, and in turn advertisers want to put across a capitalist message so that the audience wants to spend money on their products or services. Because the heads of corporations often manipulate front page stories in newspapers to avoid a conflict of interest, it is stated that the mass media is used by the ruling class as a filter through which information is passed to the general population.
This information emphasises the acceptance of capitalist views, resists change, and as a result, works against the interests of the working class. Any other views are made out to be extremist and irrational. Ralph Miliband claims that the media is the opium of the people, when it had previously been claimed by Karl Marx that religion was the opium of the people.
Miliband stated that because there was so much bias and misleading information within the media, that it led the public to accept major inequalities in society.
Introduction: Present age is called the age of information. And mass media are the powerful and the most effective instruments of spreading or sharing information. With the advancement of digital technology, mass media have become a powerful.
The mass media are diversified media technologies that are intended to reach a large audience by mass communication. The technologies through which this communication takes place varies. Broadcast .
Essay on Mass Media Article shared by All the different tools that are used to assist the distribution and circulation of information and entertainment to the public come under the umbrella of mass media. Free Essay: In contemporary society, people are strongly influenced by mass media. Although traditional television watching and newspaper reading are no.
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