The Significance of Mass Media

Powerful Essays
The significance of mass media
It is a basic assumption of this book that the mass media (newspapers, television and radio especially) are of considerable, and still growing, importance in modem societies. This view of the media is widely shared, and the reasons seem to lie in the fact that the media are:
a power resource - a potential means of influence, control and innovation in society; the primary means of transmission and source of information essential to the working of most social institutions;
the location (or arena) where many affairs of public life are played out, both nationally and internationally;
a major source of definitions and images of social reality; thus also the place where the changing culture and the values of societies and groups are constructed, stored and most visibly expressed;
the primary key to fame and celebrity status as well as to effective performance in the public arena;
the source of an ordered and public meaning system which provides a benchmark for what is normal, empirically and evaluatively; deviations are signalled and comparisons made in terms of this public version of normality.
In addition, the media are the single largest focus of leisure-time activity and means of entertainment. They also help organize and interrelate the rest of leisure. As a result, they are a major and expanding industry, providing employment and a wide range of potential economic benefits.
If these claims are accepted, it is not difficult to understand the great interest which the mass media have aftracted since their early days, nor why they have been subject to so much public scrutiny and regulation as well as theorizing. The conduct of democratic (or undemocratic) politics, nationally and internationally, depends more and more on mass media, and there are few significant social issues which are addressed without some consideration of the role of the mass media, whether for good or ill. As will appear, the
most

You May Also Find These Documents Helpful

  • Good Essays

    Mass Media

    • 1092 Words
    • 5 Pages

    Introduction and Meaning of the Topic (Role of Mass Media in Educating the Rural People) Within a span of fifty years, the media technology has been utilized by developed as well as developing countries of the world for the purpose of qualitative improvement of education. The basic freedoms of a democratic society are freedom of speech, freedom of the press, freedom of assembly and freedom to petition. Besides these freedoms, rests of the freedoms are freedom of religious expressions, of politics…

    • 1092 Words
    • 5 Pages
    Good Essays
  • Good Essays

    Mass Media

    • 1030 Words
    • 5 Pages

    Mass Media In today’s society change happens and mainly will continue for many generations to come. The media is what organizes and satisfies the change all the time. What is know as gender, sexuality, femininity, and most of all identity are in a process of gradually changing in mean future. The media has a significantly strong but not as close, as the relationship with the audience’s view of gender and identity. In many views Women are represented as one of the largest group in today’s society…

    • 1030 Words
    • 5 Pages
    Good Essays
  • Satisfactory Essays

    Mass Media

    • 3889 Words
    • 16 Pages

    |Media and American Culture | Copyright © 2013, 2012, 2011, 2010, 2009 by University of Phoenix. All rights reserved. Course Description The course provides an introduction to the most prominent forms of media that influence and impact social, business, political, and popular culture in contemporary America. It explores the unique aspects of each medium as well as interactions across various media that combine to create…

    • 3889 Words
    • 16 Pages
    Satisfactory Essays
  • Good Essays

    Mass Media

    • 3243 Words
    • 13 Pages

    kinds of media and the types of content that satisfy their social and psychological needs. Researchers Jay G. Blumer and Elihu Katz introduced the Uses and Gratification Theory not asking the question of "What do media do to people?" rather asking, “What do people do with media?" The Uses and Gratification Theory A theory of Mass Communication that places the needs, motives and gratifications of media users in the center of interest and sees media users playing an active role in the media consumption…

    • 3243 Words
    • 13 Pages
    Good Essays
  • Good Essays

    Mass Media

    • 664 Words
    • 3 Pages

    The mass media are diversified media technologies that are intended to reach a large audience by mass communication. The technologies through which this communication takes place varies. Broadcast media such as radio, recorded music, film and television transmit their information electronically. Print media use a physical object such as a newspaper, book, pamphlet or comics,[1] to distribute their information. Outdoor media is a form of mass media that comprises billboards, signs or placards placed…

    • 664 Words
    • 3 Pages
    Good Essays
  • Satisfactory Essays

    mass media

    • 370 Words
    • 2 Pages

    WRITING TASK How have the mass media affected human life? * * * The role of mass media in the civilized society is still provoking much controversy. Some individuals claim that mass media converts the world into a better place to live in, others, in the meantime, argue that it brings us nothing but trouble. From my perspective, mass media is widely acknowledged for its merits regarding entertainment and information purposes. In the first place, mass media is considered a source of entertainment…

    • 370 Words
    • 2 Pages
    Satisfactory Essays
  • Powerful Essays

    Media Mass

    • 3095 Words
    • 13 Pages

    Introduction The Mass Media is a unique feature of modern society; its development has accompanied an increase in the magnitude and complexity of societal actions and engagements, rapid social change, technological innovation, rising personal income and standard of life and the decline of some traditional forms of control and authority. There is an association between the development of mass media and social change, although the degree and direction of this association is still debated upon…

    • 3095 Words
    • 13 Pages
    Powerful Essays
  • Satisfactory Essays

    mass media

    • 358 Words
    • 2 Pages

    spheres. There are different ways of getting information — mass media, travelling, visiting museums, meeting people and others. Mass media play an important role in our life. It includes newspapers, magazines, books, radio, television, internet, phones and computers. People are united into one global community with the help of mass media. People can learn about what is happening in the world very fast using it. The earliest kind of mass media was newspaper. The first newspaper had written in 59 B…

    • 358 Words
    • 2 Pages
    Satisfactory Essays
  • Powerful Essays

    Mass Media

    • 1509 Words
    • 7 Pages

    Discuss some of the concerns and anxieties aroused by the emergence of 'mass culture' There has always been a definitive struggle to define culture as it is so complex and means something different to each individual. Culture affects all of us in different ways resulting in multiple definitions of culture. Culture had previously been seen as a way of improvement and growth, helping us to understand our place in society and guiding us towards a better understanding of ourselves. Over the previous…

    • 1509 Words
    • 7 Pages
    Powerful Essays
  • Powerful Essays

    Mass Media

    • 2385 Words
    • 10 Pages

    Mass Media 's negative effect on the younger generation In today 's society, mass media including television, radio, newspaper, and magazines have become very dependable sources for many. People spend multiple hours a day reading about celebrities in the tabloids, watching biased news channels, or participating in violent video games. Even though most media is highly entertaining, people have become so reliant on media that we seem to be harming our community in a very negative fashion. Nowadays…

    • 2385 Words
    • 10 Pages
    Powerful Essays