The Mass Media is the Most Influential Institution in Shaping Modern Society
The Mass Media is the most influential institution in shaping modern society. Discuss this statement with reference to two sociological theories of media effects.
The term mass media refers to a message that communicates from one point to a large number of points simultaneously. This message can reach many people and is one way. Those who broadcast the message through the TV, newspapers, and magazines are a comparatively small group. The audience can sometimes write back to them and express their views but this does not always happen. This lack of access puts those who control the mass media in a powerful position, sometimes even controlling the information that is given . Another very efficient way to communicate to people is done by the new media normally associated with computer technology. This sort of technology, as opposite to broadcast, narrowcast to a smaller interactive audience. The message flows both ways. Its range is worldwide, hence broader than the mass media. With the advent of social media, sites like face book and twitter can be very powerful when people want to exchange ideas. Every day, millions of people would instantly connect to what is most important to them, such as favourite celebrities, friends and breaking news .
From a pluralist point of view, the media is a sign of the diversity that exists in society. It is represented by an active audience and a weak media. Therefore, it is neutral and does not have such a great effect on people’s behaviour.
On the other hand, Marxists argue that the ruling class imposes its ideas through the mass media. The advertisements are loaded with positive attitude and feelings trying to influence people’s behaviours and lifestyles. The media is used in order to favour the ruling class. Consequently, it is short of diversity once only a few media corporations own the industry .
The mass media effects in the audience have been explained in different models. The following ones are
The term mass media refers to a message that communicates from one point to a large number of points simultaneously. This message can reach many people and is one way. Those who broadcast the message through the TV, newspapers, and magazines are a comparatively small group. The audience can sometimes write back to them and express their views but this does not always happen. This lack of access puts those who control the mass media in a powerful position, sometimes even controlling the information that is given . Another very efficient way to communicate to people is done by the new media normally associated with computer technology. This sort of technology, as opposite to broadcast, narrowcast to a smaller interactive audience. The message flows both ways. Its range is worldwide, hence broader than the mass media. With the advent of social media, sites like face book and twitter can be very powerful when people want to exchange ideas. Every day, millions of people would instantly connect to what is most important to them, such as favourite celebrities, friends and breaking news .
From a pluralist point of view, the media is a sign of the diversity that exists in society. It is represented by an active audience and a weak media. Therefore, it is neutral and does not have such a great effect on people’s behaviour.
On the other hand, Marxists argue that the ruling class imposes its ideas through the mass media. The advertisements are loaded with positive attitude and feelings trying to influence people’s behaviours and lifestyles. The media is used in order to favour the ruling class. Consequently, it is short of diversity once only a few media corporations own the industry .
The mass media effects in the audience have been explained in different models. The following ones are
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