Media Studies Mass Media
hAbstract: This essay explores what the media, mass media and mass communication is. As well as a major focus on the hypodermic needle theory also known as the magic bullet theory on the reception analysis, the passive audience and the encoding and decoding model with reference to relevant theorists and statements and examples from Africa and other countries. In conclusion this essay states that the reception analysis and the hypodermic needle theory both are important and complex in understanding the media and the active and passive audience.
The hypodermic needle theory and the reception analysis is a complicated theory in the media world. These two theories explore how the media affects its audiences, both active and passive. This essay will explore through relevant examples and ideas from theorists, the hypodermic needle theory and the reception analysis, what they are and what role it plays in the media world and how the media affects the passive audience.
The media is “a diverse collection of industries and practices, each with their methods of communication, specific business interests, constraints and audiences” (Briggs and Cobley, 2001 ;1). And mass media according to TheFreeDictionary is, “A means of public communication reaching a large audience.” The media is almost everywhere in societies today and people view or listen to so much types of media every single day. As a result the media that is taken in affects its viewers and listeners subconsciously and are not aware of the impact that the media has on them. Mass communication thus, is the “process of transforming a message created by a person in a group to large audiences or market through a transforming device which is the medium” (J.Baran, Introduction to Mass Communication). As Connell (1984 :88) says that it is common that media’s message is distorted and misunderstood by society. Thus it effects the society subconsciously buy the way they act.
The audience plays a vital role in the media
The hypodermic needle theory and the reception analysis is a complicated theory in the media world. These two theories explore how the media affects its audiences, both active and passive. This essay will explore through relevant examples and ideas from theorists, the hypodermic needle theory and the reception analysis, what they are and what role it plays in the media world and how the media affects the passive audience.
The media is “a diverse collection of industries and practices, each with their methods of communication, specific business interests, constraints and audiences” (Briggs and Cobley, 2001 ;1). And mass media according to TheFreeDictionary is, “A means of public communication reaching a large audience.” The media is almost everywhere in societies today and people view or listen to so much types of media every single day. As a result the media that is taken in affects its viewers and listeners subconsciously and are not aware of the impact that the media has on them. Mass communication thus, is the “process of transforming a message created by a person in a group to large audiences or market through a transforming device which is the medium” (J.Baran, Introduction to Mass Communication). As Connell (1984 :88) says that it is common that media’s message is distorted and misunderstood by society. Thus it effects the society subconsciously buy the way they act.
The audience plays a vital role in the media
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