This essay will further elaborate on these points. Theories and how its used in Mass Media Many theories are heavily used in mass media and two of them stand out prominently - Agenda setting Theory and Spiral of Silence. Agenda setting theory is applied by telling you what to think about although it doesn’t tell you what to think. “In choosing and displaying news, editors, newsroom staff, and broadcasters play an important part in shaping political reality. Readers learn not only about a given issue, but also how much importance to attach to that issue from the amount of information in a news story and its position.
Firstly, the media acts as an informer to the masses. News is relayed from various sources to the consumers – the society. Earlier, news would take a much longer time to reach the target audience from the source. However, with the introduction of media and the advancement of technology, news reaches us within a few seconds. Rallying information can work both ways.
For example, Televisions would deceive people visually through the use of camera angles and other means. With that, audiences would act according to the pictures being shown, thus would influence their ideologies and norms (Lippmann, 1922, Pg.45). The idea of agenda-setting is to strongly influence the community in what they should think about from the media reporter 's’ point of view by focusing on certain areas of the complete story, while the theory of framing involves the highlight as well as selection of certain elements of real events within a particular angle in which the media thinks is important to them and to place them within a range of meaning. Despite the common relationship
where he has termed the media as a: window; interpreter; platform or carrier; interactive link; signpost; filter; mirror; screen; and barrier. The theories too are many in number. Here also McQuail sets the tone for a discussion of media theories by postulating that there are two versions of media theories: media-centered and society-centered. The former, as the name suggests, stresses the means of communication as a force for change either through technology or the typical content carried. Other hand it is also the emphasises the dependence other forces in society like politics and money may considered hare as an example.
Media’s Influence on Public Opinion of Law Enforcement Television, movies, and other mass media sources use persuasion in commercials, product placement, etc. but what about in the content? Is what one sees perceived as true and factual? How are people influenced by media (Postman, 161)? More importantly, how are people influenced by media to view those called upon for help when in need?
According to Baran (2012) mass communication can be defined as “the process of creating shared meaning between the mass media and their audiences.” This essay aims to discuss the degree to which we are shaped by our interaction with the media. In order to achieve the aforementioned aim of this essay I will focus on the following: limited-effects theory, two-step flow theory, attitude change theory and agenda setting. The limited effects theory sets out that media influence is based on individual and social characteristics. An example of this is Lazarfelds two-step flow theory. Baran (2012) states that “behaviour was limited by opinion leaders – people who initially consumed media content on topics of particular interest to them, interpreted it in light of their own values and beliefs, and then passed it on to opinion followed, people like them who had less frequent contact with media.” This theory can only go so far as in this day in age there are so many different mediums used to convey media information.
Media’s role in shaping people’s ideas, beliefs, actions and behaviors has become unquestionable. The issue of mass media, advertising and their influence on the building of our culture and social values has been broadly debated by both academics, from a sociological standpoint, and public entities aimed at regulating media content-especially television. Societies have proved the indispensable role of mass communication in awakening national consciousness and mobilizing the people. Media also became an agent for the preservation of the status quo. It is compelling in both processes of learning and relearning, as well as in socialization and crystallization of ever-changing people’s expectations.
The sociology of media is the study of how mass media communication impacts people 's views of each other as well as their daily interactions. In order to understand sociology we must take a broader view in order to comprehend why we act in the ways we do. It teaches us that much of what we regard as natural, inevitable, good and true may not be so, and that things we take for granted are shaped by historical events and social processes. Scholars who have studied the sociology of media have previously outlined how digital communication differs from face-to-face interaction (Ritzer 2012). They also document how different forms of media are designed to affect people 's behaviour, especially in advertising and entertainment.
In the debate about what is culturally and ethically appropriate to broadcast, there has arguably been great back-last against media events as news. To aide this understanding, there is a need to critically dissect the Media Event in terms of its newsworthiness in the past, present, and future. In this essay, the works of Daniel Dayan and Elihu Katz (1992) and Elihu Katz (1980) will be used to shape an overview of media events, their need and appeal in the media. Stuart Ewen (1996) will be used to shed light on a publicity-driven media, while Daniel Boorstin (1961) will emphasise on the vices of the media event; these will be critically assessed. Finally, in a self-developed case study about the rescue of Chilean miners in 2010, disasters will be discussed as a different form of media event.
3. Appropriateness Cultural imperialism is represented in the perspectives of ontology (the nature of reality; what is knowable), epistemology (how knowledge is created and expanded), and axiology (the proper role of values in research and theory building). This is related to today 's media that its audience will be hearing, reading, seeing, and knowing on whatever news the media portrays that influence the lives of audience. Its general assumption is at least one change will occur in the behavior or personality of the audience based on their dependency on the media. Since cultural imperialism is mostly involved with the media, especially television (pallavidhakal, 2011), it depicts how cultural hegemony is built and reinforced in the society
The problem is usually exacerbated by a concept called selective attention. People are more likely to watch the news network that most matches their own ideology, and this can create a more polarized electorate. If all news networks would attempt to address all issues in an ethical manner that treats the other point of view with respect, then the voters would have a more complete view of the important issues. In the previously mentioned study by WorldPublicOpinion.org, it was discovered that “substantial levels of misinformation were present in the daily consumers of all news sources” (Ramsay 19). While it was seen that people who had greater exposure to news sources were generally better informed, there were many instances in which greater exposure to a certain news source increased misinformation on specific issues.