The relationship between the society and media; the relationship between media and audience; the relationship between society and audience. The first one, the relationship between society and media, explains that within this relationship, access to media and the availability is the important antecedent for the people to use media. The nature of media dependence on societal systems may vary in terms of politics, economy and culture. The second relationship is between media and audience, this is the key variable in this theory because it affects how the people use a medium. This relationship also vary because of different media systems.
The theories tend to intertwine. Uses and gratification theory studies how people use media, and become dependent on it. The audience may use media for many reasons for example to seek information, entertainment, sociability etc. The Media Dependency Theory suggests that the more a person becomes dependent on the media to satisfy these needs, the more the media becomes important to the individual. 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.
Culture can be defined as ‘the distinctive ideas, customs, social behaviour, products, or way of life of a particular nation, society, people, or period’ (Oxford English Dictionary, 2006). These collective ideas and customs are constantly evolving; we affect it – both knowingly and unknowingly – and our interpretations of events, media, and advertising create new concepts and beliefs, which can effect and change the meaning of culture itself. A huge part of what can affect culture in modern society is the media; whether it is through advertising or newspapers, some accuse the media of manipulating the public into thinking and believing in ideas and opinions that may differ from their own. One such issue is the growing trade in which advertisements
Media ethics is the general term that describes the appropriate modes of behavior for all branches of modern means of communication should try to adhere. The branches of the media trying to live up to the ethical standards include television, print communications, and the Internet. There are different situations depending on the branch of the media concerned, made more complicated by the increased technology emissions. Many of the complications in media ethics arise from the conflict of ethical standards and the desire of media companies "to make money. It is difficult to simplify media ethics, since the issues that arise from the different media may be contradictory in nature.
The most fascinating communication instrument is media. It possesses motivation power regarding people opinion. It has been said by Stanley J Baran (2006) that our everyday lives are being saturated by media and we are often we are not aware of their presence and are unable to reveal their influence on us and our lives. Our emotions are moved by media and our mind is also challenged and it insults intelligence of our. Most significant and vital mechanism for various cultural, social and tribal people group for learning each other is represented by media.
He stated that, “the result of this mediated view of the world is that the priorities of the media strongly influence the priorities of the public; Elements prominent on the media agenda become prominent in the public mind” (McCombs, 2002, P. 2). When elites spoke, journalists listened and recorded the information, distilled it, and passed it on to the public for their consumption. The public is not smart enough to comprehend confused, political issues. Furthermore, the public is too consumed with their daily lives to care about complex public policy. Therefore, the public needed someone to interpret the decisions or concerns of the elite to make the information plain and simple.
The concept of media was always creating problems in the world and people think that has more negative effects than the positives one, but we cannot ignore that it has changed our life and it has an importance part in society. The media is a source of data and information which contain; newspaper, television, magazines, internet, books, and radio. These tools can be used to facilitate the communication process and its progress contributed to change the world that we live in today and turn it into a world of information and technology.Without the media our life is not complete because from it we get much information that helps us in our social life. The news that is producing by the media is very satisfied and it pleased the audiences and they rely on what the media produce. Thus, the media has to be very careful of what they are publishing or saying
The importance of media in a democracy becomes particularly evident when it comes to challenges surrounding media and the elections. The Law Commission, while considering issues related to electoral reforms, increasingly felt the need to address media-related issues connected to elections, such as the phenomenon of paid news and opinion polls. However issues relating to the media are
There are so many media options that deciding which media network is best for the brand can be a complex task. What Is Media Planning? Media planning is creating the right communication and ensures it reaches the right audience. Planning and developing an advertisement for a product requires to go through the media planning process. The media planning process includes: • Market analysis • Establishing the media objective • Setting the strategy • Implementation • Evaluation and follow-up Market Analysis This step involves identifying the target audience, their characteristics and purchase motives.