He collectively wrote his opinions about his media icons, such as Pam Anderson or Saved By the Bell, to inform his audiences about the impact that modern day media is having on the population. His personal experiences created passion to write about the stunt growth of Generation X due to his resentment of the unoriginality of media. Audience- His audience is directed at the people within the generation that he specifically talks about repetitively throughout the novel. He informs the audience of a second-perspective look on how each generation reacts or acts when presented a circumstance of facing the reality of outcomes concerning modern day media. Purpose- The purpose of this novel is to discuss the type of environment we live in due to the media, which humorously discusses the beauty in human trial and error, underdogs, relationships, the unusual, life experiences, and thought.
One of the most influential factor is definitely the media. First of all, we need to understand what cultivation means. Cultivation is how media in general affects the individual, in their view of their social reality. By only showing certain points of view, television today has enough power to affect the public discourse and therefore the individuals train of thoughts (Shanahan and Morgan 1999, p.4). This may cause certain misconceptions about different aspects of life, than one’s own aspects, thus altering their opinions but that is not all it causes.
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.
It is often called either the bullet theory or direct effects theory of media influence. This unelaborated model of media effects argued essentially that media messages directly influence audiences’ behavior. It is this model that represents the underlying fear of critics of mass media during the first third of this century, that is, that media messages can have a direct influence on the mass of the audience. Over the years, much media research has gone into elaborating and correcting this model. First, it was noted that different people responded differently to the same messages.
A number of theories are drawn from various disciplines (i.e. media and cultural studies, psychology, anthropology, etc) about the way how media represents reality. Media representation is the main focus of theories around portrayals (Hall 1997) and cultural studies (Grsiprund, 2002), and the central point of representation theory remains the dilemma whether the media simply reflects or actually constructs realities? On both sides, there are notable scholars defending each theory. Kellner (1995) argues that media reproduces social struggles, which in return, has an impact on the production of identities and audience understanding of the world.
Based on limitations of the above two approaches, Ang (1995) suggested the last approach, namely the media in everyday life, focusing on the question: ‘how people live with media’ (Ang, 1995, pp216). There are four principles in this approach. First, different media have to be taken into consideration since people integrate what they get from different media. Secondly, people may not use media in a complete way with full concentration. They just sometimes skimmed through the content.
Society plays a huge role in helping us believe what is thought to be right vs wrong or good vs bad. The author, Brent Staples, writes in his article, “Just Walk on By,” gives an insight of what society is really like. Staples shows how much the U.S. has changed and what has stayed the same. Staples does this by appealing to emotions and using ethos as a way to connect to the audience. The author uses this to explain his message which is that he believes that society affects the way we see people and makes many people immediately assume that someone is a particular thing based on how their appearance.
A theory is a set of assumptions that attempts to provide a reasonable or rational explanation of cause-and-effect relationships among a group of observed phenomenon. However, theory in mass communication is looked at differently, one of the interpretation of theory in mass communication is that a theory is a lens through which a person can understand the world together with other scholars (McQuail). Banerjee Debanjan, an author and professor in Journalism and Communication studies and Head Examiner of a leading Indian state university talks about communication theories in his research paper, “Mass communication: Trends, traits and theories.” Debanjan says, “The idea of a theory lies at the heart of any scholarly process, and while those in social sciences tend to adopt the tests of a good theory from natural sciences, many who study communication adhere to an idea of a theory that is akin to that found in other academic fields.” He then goes on to talk about ten different social sciences theories that relate to mass communication (120). The study of mass communication theories is important because theory tries to explain that effects that mass communication and mass media have on societies and audiences and how media helps shape people’s values and views, these effects can either be direct or indirect. Also, theory tries to show us the ways in which people put mass communication into use.
There’s multiple ways in which representation in media can shape our cultural values. Representations can make us see things from a warped perspective, they can present things in a way that is almost a fantasy. They’re able to do this because a lot television is fiction and so media creators are able to have free rein over how certain groups are presented. This may be effective because when using real people to portray these ideas about them it’s easier to believe and relate to. However, some people do not believe that media has the power to completely change our
Researcher use media dependency theory as it is a mass communication theory that seeks to explain the long term effects of media on the audiences and a society. Dependency theory conceives of dependency as a relationship in which the fulfillment of one party‘s needs and goals is reliant on the resources of another party. The main focus of this theory is the relationship between media and its audiences. The usage of uses and gratification in this research as it is one of the earliest theories that postulate the audience to be active. This theory is developed by Elihu Katz and Jay Blumler and the key elements in this theory are the uses of the media, and the gratifications produced by those uses.