The mass media affects everyone in society. Everyone is affected by the media on a daily basis‚ and is influenced by it constantly. Through this the mass media is able to form stereotypes of individual groups of people and has the ability to persuade people to conform to those stereotypes. This also widely influences our views on different social groups. The mass media‚ through news‚ TV‚ films‚ newspapers‚ games etc.‚ are able to ‘inject’ whatever content‚ ideas‚ images etc. that they want to‚
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The theories of the mass media‚ better referred to as philosophies of the mass media are the tenets that regulate the affairs of the mass media in any particular country. The democratic-participant theory and development media theory are of special important to us here because they are theories tailored to suit developing nations. Democratic-participant theory is a type of theory that emphasizes and supports the media multiplicity‚ local nature of the media‚ horizontal media involvement and interaction
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and how individuals keenly look for specific media to meet their particular needs. As opposed to other media theory that seeks to understand what the media do to individuals‚ UGT seeks to understand what individuals do with media. UGT as argued by McQuail (2010) is an audience-centered means of getting to understand mass communication. The main conceptual and question with UGT is that why do individuals utilize media and what do these individuals use media for. According to Davenport‚ LaRose and
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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
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CHAPTER ONE INTRODUCTION 1.1. BACKGROUND OF THE STUDY The mass media exert great persuasive effects on the thoughts and behaviors‚ by encouraging people into new lifestyle patterns‚ fashion‚ etc. Among all media‚ films play a major role in affecting the thinking pattern of the society (Evra‚ 1990). Films also referred to as motion pictures‚ involves projecting a series of images into the screen to create an illusion of motion. It is one of the most popular forms of entertainment‚ enabling people
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The media is a dynamic entity inherent in society that is both powerful and important. It demonstrates this by playing a vital role in the development of a person ’s perspective on political‚ economic and socio-cultural issues. This consequently helps to shape individuals ’ viewpoints of the world and define their lives through the interpretation of media texts. (Newman‚ 2004). Bazalgette supported Newman ’s point by stating "Media studies open up your understanding of how things work‚ how people
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what should the media do to help reduce corruption in nigeria By: Amoka Eunice O. 08BE07309 Introduction The destructive impacts of corruption in the lives of nations throughout the world is acknowledged. Corruption is one factor that can impede the accelerated socio-economic transformation of developing countries of the world (Alawode‚ 2008). Corruption can be defined as the misappropriation of public resources to private ends (Ojo‚ 2003). Adeyemi (2013)‚ also defines corruption as efforts
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The hypodermic syringe model is a theory of media effect on audience. The term is used to describe interaction between the media and public belief‚ offering the concept of people becoming affected by the information ’injected’ into them through their information medium. (For example‚ television viewers would have their minds injected with sex and violence after watching too many graphically violent programmes‚ and this would affect their views and behaviour). The model tends to see contemporary society
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Review of ‘Media Gratification Research’ From 1974-1985‚ there were some rapid changes in the field of media gratification research but the base were neither new nor revolutionary. It had made some abrupt change with the help of technologies. When the uses of mass communication in 1974 suggested that “Ask not what media do to the people but also what people do with the media”. Than‚ the role of people in the society as one of the significant stakeholder of the society. In term of “Shift of Paradigm”
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What are the implications of new media technologies and practices for established models or theories of the audience? In the current day new media and technological advances have a huge impact on society. Throughout history models and theories have been developed in order to explain audience relations with text and other media forms. These models and theories were established and made to fit with certain technologies and with the rapid emergence of new and superior technologies the question of
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