Media Influence On Mass Media

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In the current society, mass media has made a strong impact on people. Nowadays, people occupy most of their time by sitting in front of computers doing their work. Instead of the conventional ways such as watching television and reading the newspaper, people has turned to social network and the internet to receive information. Due to the advanced technology of mobile phones, people are able to do almost everything they can do on the computer. In this essay, a general introduction of social change and media influence will be discussed in the first section. The second section will be an exploration of the extent or degree of influence media has on the audience that relates to the issue of media ownership such as media moguls like Rupert Murdoch. The economic effect in political area, such as propaganda will be analysed in the third part of the essay. Next, the effect of advertising that can impact values and its problems will be examined.…show more content…
Billings (2011), mass media can be described as being “…both an umbrella and a plural term. It brings together a range of communicative technologies, institutions, audiences, practices and texts while reaffirming that the constituents of this implied singular entity are, instead, multiple, different and irreducible.” Media has a significant role to play in modern society. It can cause serious changes and improve social situation as it affects our civil, cultural, political, economic and aesthetic outlook. An example is Mediacorp, which is the biggest broadcaster in Singapore. As the national broadcaster, Mediacorp is regularly seeking new ways to provide valued content for their viewers. Chang (2010) revealed, “Our MediaCorp channels still attract as many viewers during primetime and enjoy close to 70 percent of total TV audience share during primetime comparable to last year.” Another example is Singapore Press Holdings (SPH), a media company which publishes, prints and distributes newspapers and

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