Table of Contents
Mass Media’s Role
The Theory of Class Dominant:
Culturism is a theory which suggests that culture plays a major role in influencing individuals and society.
Magic Bullet Theory/Hypodermic Needles Theory:
Theory of Cultivation:
The Agenda Setting Theory proposes that the topics discussed in mass media can influence the importance placed on certain topics by the public.
The concept of framing supposes that the way a problem is presented can influence the decision-making process of an individual or group.
Authoritarian Theory
Libertarian Theory
Soviet Media Theory
In conclusion,
Mass Media’s Role
From the word medium, “media” derives its name. Medium is a channel for communication. There are many types of media today. You can choose from print media such as books, magazines, newspapers, novels and radio or television. Mass media is anything that can be easily reached by large audiences, whether it’s written, broadcasted or spoken. . Mass media is information that is accessible to large audiences. Mass media refers technology that helps to reach maximum people. Mass media is technology that allows people to access information on a wide range of topics. The most popular forms of mass media are television, radio and internet.
Mass media is able to reach large numbers of people because it targets a wide audience. Everyone has their influence. First, mass media has a significant impact on culture. Mediated culture is the influence of mass media on people’s mood and attitudes. Media attempts to create culture. People and communities around the globe are constantly bombarded with messages via television, magazines, billboards, etc. It promotes products and encourages positive attitudes. It also helps people to see the importance of what is important. Mass media is secondly what makes celebrity possible. Imagine that celebrity is not possible without mass media. One person could not have become famous if there were no mass media. When we think back to the past, there were many prominent people such as famous political figures, well-known business leaders and other like them. Television was a new medium back in the day. It was available only to counted people and had limited programming. Television was not available to many middle-class people. If we look back at the current period, television is now available in even the most humble homes. However, middle-class families have more than one TV. Television is now easily accessible. However, this is due to the fact that TV shows are now diverse enough that they can satisfy the needs of all ages, income groups, and backgrounds. While technology is advancing rapidly, TV is still the main medium of mass media. The internet is a very popular medium of mass media.
What role does media play? This question is controversial and many have debated it. This question is difficult to answer because of the different uses of mass media. It all depends on what purpose mass media are used for. It is dependent on the purpose of mass media use that each individual makes. This is why influence from mass media can vary between people. Mass media are an integral part of modern culture, it is widely accepted. These are some of the theories about mass media:
The first is the theory of limited effects. This theory was developed between the 1940s and 1950s. The theory of limited effects is based in the belief that media exerts negligible influence over people. This theory claims that people are able to choose to view or read information on topics they believe.
This theory suggests that mass media has a weak influence on individual perceptions. This theory states that individual perceptions of mass media messages will determine how effective they are.
The Class Dominant Theory is second. The class dominant theory says that media is a reflection of the views of minority elite and can be controlled. If media ownership is restricted, such people control the content that can be viewed and listened to by mass media.
Culturist Theory. According to the culturist theory, people perceive meanings in images and hear messages through media. People will interpret the same video differently depending on their age, religious beliefs, or mindset.
Magic Bullet Theory/Hypodermic Nettle Theory: Hypodermic needle theory also goes by the name magic bullet theory. Hypodermic and hypodermic theories say that messages from mass media behave like bullets. They act on viewers’ minds the same as a bullet. Magic bullet theory/hypodermic need theory states that mass media messages have a profound effect on viewers’ minds.
Cultivation Theory. In cultivation theory, mass media cultivates viewers’ minds. People who watch a lot of television will notice similarities in the world to their television. If someone watches more violent programming, they will start to see the world as a dangerous place. This is called cultivation theory.
Agenda Setting Theory. This theory explains how powerful media effects can be achieved. There are three types of agendas: the media agenda, the public agenda, and the policy agenda. Due to their interconnectedness, it is suggested that media agenda become public agenda as they move on.
Agenda Setting Theory and Framing Theory are closely linked. Framing theory states media will focus attention on an issue when it is important and place it in a specific field. Mass media creates images of the world for us to see. Framing theory can also be called second-level agenda setting.
Authoritarian TheoryAuthoritarian theory explains that all media channels must be controlled in order to safeguard and protect citizens from national threats. The media is an instrument that increases the power of the ruler. Authorities issue media licenses. All rights are owned by these authorities.
Libertarian TheoryLibertarian theory says that people seek out good and bad things. Humans are rational and can see the good in others. This theory also says that no restriction should be made. Libertarian theory can be compared to authoritarian.
Soviet Media TheorySoviet Media Theory is based upon the ideology of Carl Marx and Engel. The government controls all media. The state also has full control over media to the benefit of the citizens.
ConclusionWe all realize that mass media can be accessed by almost anyone. It is up to the individual how they use it. Talk shows are a great way to get current information. Documentaries are a good way to increase awareness. Mass media can have a positive effect on increasing awareness.
There are many news channels that provide information about the current world situation. There is no geographical barrier. Media is the reason for this. Each minute can bring you the latest news. Mass media can also be used to highlight the problems of the public. Society will look at the problems and come up with solutions.
Mass Media can also serve educational purposes. Youtube has many channels where you can watch informative videos on nearly every topic. They can be accessed anytime, anywhere by students who can find a lot more information with just a few clicks.
