With this in mind it is important to recognize that what may be considered deviant to some is acceptable to others; for those in power are the ones defining deviance, at times to their own advantage. One way to understand the presence of deviance in society is strain theory; the idea that normlessness and ‘strain’ will lead to individuals participating in deviant acts. Strain is a negative event that can diminish your opportunities of acceptable means for achieving societal ideals deemed usually as the “American Dream”. Although society may push similar goals onto the masses, i.e. wealth, power, success, not everyone can achieve these things which can lead to several different responses.
Sandra Ball-Rokeach and Melvin DeFleur (1976) originally proposed Dependency Theory. It is derived from the Uses and Gratification Theory by Blumler and Katz (1974) wherein it is a limited effects theory. In other words, it grants individuals much control over how they employ media in their lives. Media scholars believed on the power of media but some scholars argued about the incompatibility of limited-effects and powerful-effects model that is why Dependency theory takes a step in the direction of viewing how both models may give an account to explain media effects. Just like uses and gratifications theory, this approach rejects the casual assumptions of the early reinforcement hypothesis- the idea that media simply reinforce previously
Which most of the song now a days got curses. As censorship in books, plays, and movies may affect the overall feeling and meaning of the writing but people should have the freedom of speech to express their self through many ways. While censorship is needed to ensure social media, it also negates freedom of speech. People should be allowed to convey themselves and say what they feel or believe without being restricted. But freedom of speech does not mean that you can say absolutely anything it comes with responsibility and therefore people should ensure they don’t offend
Also, tying the theory to agenda setting, if the individual is so dependent on the media for information, the media will have much more influence and power over the individual making it easy for the media to agenda set. Therefore, the individual may easily fall victim to media Agenda Setting. The theory is based on some assumptions and statements which are: A proposal that there's an integral relationship among audiences, media and the larger social system. Media Dependency theory predicts that an individual depends on media information to meet certain needs and achieve certain goals, same as uses-and-gratifications theory. However, you do not depend on all media
It is also important to consider exactly how much say Rousseau does allow the people as part of the Social Contract and whether it is fair to call the book a licence for tyranny. It is possible to see why democracy is not essential to Rousseau 's definition of freedom however it is ultimately questionable whether life in a state
Encompassed in this essay is an analysis of journals on opposite sides of the spectrum that will help give a broader outlook on self-expression and the possible consequences of such freedom. Self-expression is a current and relevant dilemma because most citizens of a democratic society are pro-expression, but also believe that offence should be met with censorship. That attitude alone can cause issues because the definition of offensive can vary from person to person. Many controversial events that caused public outrage have sprouted from this argument with the offender using the freedom to express as the foundation of their argument. The purpose of this essay is to assess both sides of the argument and further evaluate the concept of limiting freedom of expression in a democratic society.
This theory is not significantly used by the generations in this modern era, but it still has its own important elements to the society. People should realize that it is their own choice to either choose to use media wisely or misuse it and think of how it leaves an impact to the society. As far as we believe, the theory of uses and gratification indeed gives us many positive impact that we also can learn something new from it. If all of us agree to use media in the right ways, we can witness the relevance of this
As consumers we may interpret ads in very different ways, depending where we come from (culture) or how we have been brought up, our way of thinking and viewing something may be different from others thus all advertisements will be open to different interpretation. So according to Hackley, polysemy is important for advertising agencies in promotional communications as they can draw consumers in, to have a deeper engagement with the advert when they try to understand and build a meaning to a particular advert. So the advert has to be interesting and catch the attention of the consumer, for instance acording to Hackley it should raise questions like, ‘is the ad talking me?’ in the mind of a consumer. Calvin klein said that “people read things into my commercial that didn’t even exist” as a result of different interpretation. So polysemy may be use in by advertisement agencies as a strategy to increase awareness, sales and eventually profits for a firm.
Although many argue that there are two ways to approach the study of the relationship between media and society - media shape society and media mirror society -, others believe that media actually do both, shape and mirror society. Scholars, anyways, agree on one point: media present a selected view of the world, with a particular perspective. In this class we have been talking about how media are able to distort news more than once, and we got interested in how it happens. We found out that the process is actually quite easy and fast; therefore, we tried to understand if media are able to distort even news that are breaking news. Taking as a case study the Bruxelles attack we analyzed the Fox News coverage and the CNN coverage.
This limits the sources as producers of information, and the receivers as consumers of information. Some forms of media as such include television, newspaper, radio, book, and magazine. On the other hand, new mass media (Liversey, 2011) involves many-to-many and two-way communication process where participants could both be the producers and consumers of information. Some of the advantages of mass media include its wide reach of audiences across distances, and instantaneous delivery of information. However, it also poses disadvantages such as its negative effects on the attitude of audiences through recurrent exposure on negative messages and violent contents.