Democrats plus 7 points Change from one week ago: Meanwhile, Gates pleaded guilty Friday afternoon to federal conspiracy and false-statement charges at a Washington courthouse, in a strong indication he plans to cooperate with the probe.
Social Movements The Role and Influence of Mass Media Mass media is communication—whether written, broadcast, or spoken—that reaches a large audience. This includes television, radio, advertising, movies, the Internet, newspapers, magazines, and so forth. Mass media is a significant force in modern culture, particularly in America.
Sociologists refer to this as a mediated culture where media reflects and creates the culture. Communities and individuals are bombarded constantly with messages from a multitude of sources including TV, billboards, and magazines, to name a few.
These messages promote not only products, but moods, attitudes, and a sense of what is and is not important. Mass media makes possible the concept of celebrity: In fact, only political and business leaders, as well as the few notorious outlaws, were famous in the past. As recently as the s and s, television, for example, consisted of primarily three networks, public broadcasting, and a few local independent stations.
Not only has availability increased, but programming is increasingly diverse with shows aimed to please all ages, incomes, backgrounds, and attitudes.
What role does mass media play? Legislatures, media executives, local school officials, and sociologists have all debated this controversial question.
While opinions vary as to the extent and type of influence the mass media wields, all sides agree that mass media is a permanent part of modern culture. Three main sociological perspectives on the role of media exist: This theory originated and was tested in the s and s.
Critics point to two problems with this perspective. How media frames the debate and what questions members of the media ask change the outcome of the discussion and the possible conclusions people may draw. Second, this theory came into existence when the availability and dominance of media was far less widespread.
Those people who own and control the corporations that produce media comprise this elite. Advocates of this view concern themselves particularly with massive corporate mergers of media organizations, which limit competition and put big business at the reins of media—especially news media.
Their concern is that when ownership is restricted, a few people then have the ability to manipulate what people can see or hear. For example, owners can easily avoid or silence stories that expose unethical corporate behavior or hold corporations responsible for their actions.
The issue of sponsorship adds to this problem. Advertising dollars fund most media. Networks aim programming at the largest possible audience because the broader the appeal, the greater the potential purchasing audience and the easier selling air time to advertisers becomes. Thus, news organizations may shy away from negative stories about corporations especially parent corporations that finance large advertising campaigns in their newspaper or on their stations.
Media watchers identify the same problem at the local level where city newspapers will not give new cars poor reviews or run stories on selling a home without an agent because the majority of their funding comes from auto and real estate advertising.
This influence also extends to programming. Critics of this theory counter these arguments by saying that local control of news media largely lies beyond the reach of large corporate offices elsewhere, and that the quality of news depends upon good journalists.
They contend that those less powerful and not in control of media have often received full media coverage and subsequent support.
Predominantly conservative political issues have yet to gain prominent media attention, or have been opposed by the media. Advocates of this view point to the Strategic Arms Initiative of the s Reagan administration.Mass media has had both positive and negative effects on people, especially young people who have grown up consuming media from many different mediums.
Mass media has made information available to more people more quickly, and it has enabled individuals to . The negative effects of media on children are manifested in terms of their changing mental setup and the declining quality of their lifestyle. Children should invest more time reading good books, studying, playing outdoors and exercising.
The Role and Influence of Mass Media Mass media is communication—whether written, broadcast, or spoken—that reaches a large audience. This includes television, radio, advertising, movies, the Internet, newspapers, magazines, and so forth.
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According to Business Insider, six corporations control over 90 percent of the media. This pooled analysis of individual patient data investigates the association of body mass index with subsequent breast cancer risk, in particular by age, attain.