Assignment 1 (26-11-12)
Within the subject Learning and communicating online, my ideas and concepts about the media have developed in a way which allows me to see the influences it can create on the public. Before I started the subject I was heavily influenced by the way the media would express particular tones, texts and images to help evoke the exact emotions they wanted from their audience. This is a great influential tool which gives meaning and understanding without being bilaterally obvious.
At first I never knew the depth in which the media used all types of techniques to promote a message to the audience. I also did not realize there were numerous types of mass communications. “Mass media is communication—whether written, broadcast, or spoken—that reaches a large audience. This includes television, radio, advertising, movies, the Internet, newspapers, magazines, and so forth.”(The Role and influence of Mass Media, 2008, Cliff Notes). This is the best resource to reach the audience in every possible situation. Mass Media is the most accessible and at times sub conscious. Even while driving to work we turn on the radio and presented with numerous media influences. In modern culture, mass media has an increasing effect on our lives.
Now day’s television is the most popular use of mass media, but if we take a look back in the 1960 and 1970 era it was much more difficult to target an audience. Only very few fortunate families had the privilege of owning a television. Back in the 1860 to 1930 era, the use to media was seen through still photography, radio and telephone. C. Wright Mills defines mass media as having two negative characteristics which associate with each other. Firstly, very few people can communicate to a large number of people, and secondly the audience has no effective way of responding (The Power Elite, 1956).However, now days with the introduction of the internet, mass media has modified and changed the accessibility of...
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