MEDIA – An Important Source

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MASS MEDIA

MASS MEDIA means technology that is intended to reach a mass audience. It is the primary means of communication used to reach the vast majority of the general public. The general public typically relies on the mass media to provide information regarding political issues, social issues, entertainment and news in pop culture.

TYPES OF MASS MEDIA 

MASS MEDIA has evolved significantly over time. Have you ever wondered how the latest news and information was communicated in the past??? Well, before there was internet, television or the radio there was the newspaper. Newspaper was the original platform for mass media. The public relied on writers and journalists for the newspaper to provide them, with latest news for a long period of time. The radio was later invented in 1890s. Families use to gather around and listen to their favorite radio station programs to hear the latest news regarding politics, social issues and entertainment.

After that the invention of the television came. The television soon replaced the radio and became the most effective platform to reach the general public. And today the internet is the most relevant forms of mass media and become a major tool for news and other outlets. Since the evolution for the internet, the general public is now able to access those same news outlets in an instant with just a click of a mouse instead of having to wait for scheduled programs.

 

INFLUENCE OF MASS MEDIA 

Through mass media, news outlets have a, major influence on the general public and a major impact on the public opinion on certain topics. Mass media is the only source that the general person relies on. Mass media also plays a critical role in educating the people. With the information on the internet, one could learn anything from something as simple. Mass media is also responsible for conveying what’s popular, what’s hot what’s not. Mass media tells us about all the fashion weeks happening all around the world.

MASS MEDIA is a significant force in modern culture, particularly in America. Sociologists refer to this as a mediated culture where media reflects and creates the culture. Individuals and communities constantly receive messages which not only promotes products, but also moods, altitudes and sense of what is important and what is not.

 

ROLE OF MASS MEDIA 

Three main sociological perspectives on the role of media exists which are: the limited effects theory, the class dominant theory and the cultural theory. The limited effects theory argues that because people generally choose what to watch or read based on what they already believe, media exerts a negligible influence. The class dominant theory argues that the media reflects and projects the view of a minority elite which controls it. Those people who own and control the corporations that produce media comprise these elite. The culturalist theory developed in the 1980s and 1990s combines the other two theories which claim that people interact with media w=to create their own meanings of the images and messages they receive. This theory sees audiences as playing an active rather than passive role in relation to mass media.