Influence Of Mass Media

1.0 INTRODUCTION

Mass media and all media in general plays a crucial role in connecting the world of individuals. Media refers as a ‘tool’ of a mass communication. Media has the ability to reach wide audiences with strong and influential messages which impact upon society. Via the media, facts, events and viewpoints can be presented as the information to the public. Due to the existence of the media, people only rely on the media as a source of information or knowledge and without thinking twice whether it is true or not. Furthermore, media is the kind of powerful weapon that can quickly change people’s perspective and beliefs in a few minutes. The media has the huge impact in shaping public opinion in masses. In fact, media influence has

Each media construct a different version of reality which defer from societal realities. The constructed reality follows the version of the media owners want to create. For example, the owners for traditional media such as newspaper, radio and television broadcast able to exert their influence of reporting information or events by their respective media.

Today our life remain incomplete without media. For example, it provides an easy means of communication where people are able to contact friends and family from another side of the world. At the same time, media like television, radio and the Internet enhance our knowledge by providing access to information from all over the world. We can also receive different types of news or daily events through media, almost instantly, for example, through the

Before the advent of Internet with all its converging technologies, traditional media are more likely to be successful in transmitting its agenda on the general public. When relating with the advertising, traditional media encompasses that of television, newspaper, radio, newsmagazines, billboards and more. In Malaysia, Media Prima Berhad is a fully integrated media company that has equity interests on television stations, newspapers, radio stations, content creation and digital media. Media Prima has a TV station that has been broadcasting to the mass audience well past 30 years in TV3 and networks that continue to attract urban viewers in TV9, ntv7 and 8TV. Apart from that, Media Prima has several radio stations that have been on the air for more than a decade and an out-of-home advertising outfit that has expanded rapidly while contributing to the modern cityscape of Kuala Lumpur and other parts of the country.

Sistem Television Malaysia Berhad (TV3), free-to-air television channel began broadcasting on 1 June 1984. Now it broadcasts 24 hours a day. TV3 remains a leader in the premium mass Malay television market and known as Malaysia 's No.1 TV station in the