Relationship Between Media and Society

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Relationship Between Media and Society

By | May 2008
Page 1 of 6
The following essay will concentrate on the reciprocal relationship between the media and society, focusing on journalism in particular. A brief overview of the terms used in this essay will be used first to create a common understanding. This will be achieved by discussing theories regarding mass media and journalism as separate entities. The two will then be combined to discuss how mass media affects , and is affected by society. This will be done by referring to the many theories regarding journalism and mass media and how thy correspond with society using theories such as the normative press theories.

To understand the effect of something, one first needs to understand the subject itself. Therefore to discuss the effect of mass media, one must fully understand the concept of mass communication and how it functions as an integral part of society. Only once this concept is understood, can it be discussed as a reactor to change in society. The paragraph following will explain the phenomenon of mass media.

Mass communication can simply be described as a message sent to a large audience. The audience that the message is referred to as a homogenous audience. This means the audience has a varied mix of people within it. The message can therefore be considered to be completely unbiased as many different types of people will be exposed to it. This however, is not true. When an advertising agency puts up a billboard for instance, it will be put in a certain area and will in turn be exposed to a particular audience. This group will be referred to as the target audience. A message cannot be effective unless sent through a particular medium. A medium is he way the message is transmitted. In the case of the advertising agency, the medium would be the billboard. The mediums used by mass communication are referred to as mass media. Mass media is the vehicle for the transmission of media messages and can consist of newspapers, film, radio, etc.

With this...