The ideas of this reactionary group that disdains the fundamental ethical values of western Judeo-Christian culture "come spewing forth out of every TV" and permeate the scripts of nearly every film—that we watch by the hour Capturing the Culture, pp.
Profits, Pleasure and Propaganda Just how did the electronic media take over the world? Because of its inherent ability to reach large number of public, it is widely used to convey message to build public opinion and awareness.
Those people who own and control the corporations that produce media comprise this elite. Since it affect the eyes, the ears and the mind simultaneously nothing can overcome the influence of the media. They can form or modify the public opinion in different ways depending of what is the objective.
Public relations agencies play a growing role in news creation: Thus, the consequences and ramifications of the mass media relate not merely to the way newsworthy events are perceived, but also to a multitude of cultural influences that operate through the media.
When children watch more thanacts of violence on television before leaving elementary school, it has an effect! Though the quality of the research has been called into question, one of the findings suggested a direct role between movies depicting delinquent adolescents and delinquent behaviors in adolescents.
Almost all business concerns uses the power of media to sell their products. Violent, emotionally neglectful or aggressive environments influence behavior more than watching certain programs, films or listening to certain music. Subsequently, they typically mirror what others do.
Perceptive observers see danger ahead!
Watching television can also be addictive cf. However, the influence of mass media on our kids, teenagers and society is so big that we should know how it really works.
Additionally, news that is not given press coverage often dissipates, not only because it lacks a vehicle of mass communication, but because individuals may not express their concerns for fear of ostracization; this further creates the spiral of silence effect.
We are told that, because our society has forgotten God and rejected the ethical values of the Bible, "in the last days perilous times will come"—people will be selfish, materialistic, callous, brutal, "despisers of good… lovers of pleasures rather than lovers of God" 2 Timothy 3: If there are any effects from media, they only affect a very small number of people.
For example, owners can easily avoid or silence stories that expose unethical corporate behavior or hold corporations responsible for their actions.
Therefore, culturalist theorists claim that, while a few elite in large corporations may exert significant control over what information media produces and distributes, personal perspective plays a more powerful role in how the audience members interpret those messages.
A third factor influences the content of modern films and television—the personal agendas of writers and producers who desire to reshape society along the lines of their preferences. Gerbner created cultivation theoryarguing that the media cultivates a "collective consciousness about elements of existence.
Information is stored in this model as nodes, clustered with related nodes by associated pathways. Although some research claims that heavy exposure to media violence can lead to more aggressive behavior, it has been suggested that exposure alone does not cause a person to commit crimes.
By disseminating information of varied kinds in society, mass media create awareness, generate debate and spread knowledge.
Generally, these theories put media user in the center of the media effect process, and conceptualize media use as a mediator between antecedents and consequences of media effects. What is behind the powerful force of modern media? Without mass media, openness and accountability are very tough to reach in contemporary democracies.
By definition, mass media is any medium used to transmit mass communication i. Judge Robert Bork has warned that "television is showing the end of western civilization in living color" Slouching Towards Gomorrah, p.Evaluate the contribution of Marxist theories to our understanding of the organisation and role of the mass media in the world today.
(33 marks) Evaluate the impact of the growth and increasing diversity of the new media on society today. Mass media has the potential to play a key role in developing a culture of peace and non-violence. Unfortunately, it has failed to live up to its potential.
To the contrary, it has not only almost completely ignored the culture of peace and non-violence, but also it privileges news of the culture of war and violence. ROLE AND FUNCTION OF NEWS MEDIA AS SUPPORTING CHANGE Consciously or unconsciously the mass media has become an important part of community life.
Through media we can learn many things that can be made a lesson. The media plays a very constructive role in today’s society.
Media play an important role in increasing of public awareness and collect the views, information and attitudes toward certain issue. Media is the most powerful tool of communication in.
No one can deny the blessings of media in today’s world. The mass media helps people to remain informed and updated about the various news, events, social activities, lifestyle, entertainment, and advertisements irrespective of the geographical barriers.
There are many platforms for mass media. Today we have the newspaper, magazine, radio, television, and the Internet.
Mass media also has a heavy impact on our view of society, our opinions on certain topics, education, and entertainment. Mass Media Vocabulary and Facts.
Mass media: Technology used to reach a mass audience.Download