Functions of Mass Media We know that mass communication is a process of disseminating messages to the large number of audiences through some forms of technology. Some forms of technology, here refers, to the mass media. Mass media are the means of public communication reaching to the large, scattered, heterogeneous and anonymous audience at the same time. Mass media have been proved a boon to human society. Nothing has influenced the lives of modern men as the mass media have. Mass media are
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Chapter 1 Mass Media Literacy 2 Chapter 2 Media Technology 16 Chapter 3 Media Economics 33 Chapter 4 Ink on Paper 49 Chapter 5 Sound Media 64 Chapter 6 Motion Media 80 Chapter 7 New Media Landscape 96 Chapter 8 News 112 Chapter 9 Entertainment 128 Chapter 10 Public Relations 144 Chapter 11 Advertising 160 Chapter 12 Mass Audiences 176 Chapter 13 Mass Media Effects 192 Chapter 14 Mass Media and Governance 209 Chapter 15 Mass Media Globalization 225 Chapter 16 Media Law 241
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23rd March 2016 Assess the hypodermic syringe model of the relationship between the mass media and the audience. (18 marks) There are a variety of sociological theories and evidence that suggests that the hypodermic syringe model has a relationship between the mass media and the audience however there also some flaws to these ideas. The hypodermic syringe model assumes ideas/ideologies transmitted in mass media products are automatically ‘injected’ into the minds of the audience for example a newspaper
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as its following distribution to mass audience. Institutionally, journalism is a part of polysystems of mass media, i.e. it is included in such multi-functional society institutes such as press, TV broadcast, radio, Internet, etc. One cannot agree that journalism today is a strong force and its significance in our life is constantly growing. It performs many different functions such as informational, ideological, and entertaining and many other functions. I suppose that supplying information
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Uses and Gratifications: Development and Basic Tenets Research into the reasons why individuals use mass media dates back more than 50 years. Early forms of gratifications research attempted to understand why people used certain media content. In the process, it explored the functions of the media and the role of the audiences' needs and expectations (e.g., Herzog, 1940; Lazarsfeld & Stanton, 1941; Lazarsfeld & Stanton, 1949). These early studies preceded any formal conceptualization of
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The New Media: Distorting Politics Carreon, Elimar Andree L. Valmores, Michael Aldrin S. Hidalgo, Jebb B. Saint Louis College Mr. Al Gerald S. Barde English IV IV – St. Alphonsus of Ligouri October 21, 2011 The New Media: Distorting Politics The crucial function of mass media in influencing public’s knowledge and understanding on global and national issues is indisputable. In the Philippines, media plays a critical and widespread role in daily life (Suguitan, 2007). Suguitan proclaims
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Today, we are living in a world dominated by media. The mass media is increasingly occupying the central stage in our lives. The mass media has an iron grip on the imagination as well as thinking faculties of the society. The programmes and features served by the mass media which instruct people not only what they should eat, drink and wear and groom them but also at times misguide them to commit heinous crimes. Mass media acts as an effective catalyst of change in society. In a materialist world
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describes a very powerful influence of the media – the ability to tell us what issues are important. As far back as 1922, the newspaper columnist Walter Lippman was concerned that the media had the power to present images to the public. McCombs and Shaw investigated presidential campaigns in 1968, 1972 and 1976. In the research done in 1968 they focused on two elements: awareness and information. Investigating the agenda-setting function of the mass media, they attempted to assess the relationship
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all people; freedom of citizens in establishing of political parties and civil movements; freedom of establishing the mass media and ensuring their activities. In the modern Russian society the media, as declared, should ensure dialogue between the authorities and citizens, inform the latter about the government’s decisions, the home and international events. Domestic media today have broad spectrum of opportunities for satisfying information needs of citizens qualitatively, for coordination
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harmonious life Mass communication, then, supports the state and the government in power so that total society may advance and the state may be viable and attain its objectives. The State (the elite that runs the state) directs the citizenry, which is not considered competent and interested enough to make critical political decisions. One man or an elite group is placed in a leadership role. As the group or person controls society generally it (or he or she) also controls the mass media since they are
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