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.
He further adds that ‘it also pays much more attention to the spe-cific content of media and the portential consequences of the different kinds of media (print, audiovisual, interactive, etc. )’ . It was argued that this theory do not focus sufficiently on the general, social, cultural and economic contexts within which the media are situated. Moreover it was stated that the key aspects do not of themselves constitute a pedagogy even though they may facilitate pedagogical thinking. Nevertheless, it has been stated that this framework undertaken by the BFI is extremely valuable in developing an understanding of the media and the communication process.
In this way, the media assumes a paramount part in our lives, as we can 't imagine an existence without the day-by-day reporting of national, local and worldwide news. It would be similar to coming back to the Stone Ages. Then again, audiences have to make sure if the news reported in the media is correct and not biased by analyzing its substance seriously and voicing their perspectives on specific issues. The owner of the television networks has the power to control the media. Some media organizations have concentrated on expanding economic control over all parts of the production process to boost benefits.
This prompts the advancement of generalizations, which serve to characterize the personality of one's general public rather than another's, in other words, us vs. them, or to have the capacity to characterize one's individual place in the public eye and consequently to separate oneself from "the others". Luhmann reinforces this idea, by pointing out that generalizations perpetuate the picture of "us vs. the others," generalizations that are additionally created and shaped through the mass media. For Huntington, the separation of "intracivilizational us and extracivilizational them" is an important factor, as the development of an identity gives the community a sense of belonging a place, which recognizes the ‘us’ from the ‘them’ – one unable to exist without the other. Generalizations are additionally authored through the ethnocentric perspectives of social orders and are thusly taxanomized culturally. In such a case, whenever there is a scenario that challenges existing stereotypes, the premise of ‘our’ universe is shaken, to the point that societies must admit it is not the universe as
Agenda Setting: This was propounded by McCombs and Donald Shaw in 1972. Here the mass media by paying attention to certain news items and relegating some others to the background ,sets public opinion and directs the mind of the people on what to think about Ralph, E Hanson states that ‘the theory holds that issues that are portrayed as important in the news media become important to the public-that is the media sets the agenda for public debate. If the media are not able to tell them what to think…perhaps they can tell them what to think about’ (p.59) Agenda setting wants to know if what interests the media also interests the public. For an example, the raid of corrupt judges by Directorate of Security Services (DSS) received much discussion and attention in Nigeria following the wide coverage by the media. The media have been able to direct a discussion in that area against other matters of national interest.
Introduction. This essay will examine the extent to which mass media plays an integral role in a nations public- information system. It will further determine the major sources of content for Mass media. The essay will also look at the relationship that exists between the mass media and public relations practitioners in relation to content acquisition. The essay will also look at various theories advanced on the use and influence of the media.
As technology has taken prominence in the lives of people today, one may look back and wonder what it means and how it started. Technology is considered a form of communication and when looked at there are benefits well as disadvantages. From gaining knowledge of the theory of communication, one centered around technology rather than society had more significant impacts. In articles written by McLuhan and Williams, it is apparent that technology-driven communication has profoundly changed history and culture. Over multiple decades technology has done many things, in Williams article “The Technology and the Society” he discusses how television specifically altered the world.
Media plays an important role to receive or distribute information across the society. The mass medium has been introduced back in the olden day and continually being brought until todays. During the colonialism era, the power of media imperialism has become one of the most influential factors that shape the cultural perspective and identity. Asian countries typically consumed more media from the Western. Therefore, this purpose of this essay is to clarify on how the three readings provided critically discuss on how it addresses and contribute to the understanding on the media, culture and identity in Asian context.
Without media the country and its citizens will not be able to engage with each other on matters of social, economic or political interests. Therefore, media shapes individuals, communities and the country. In modern society media studies focuses on key areas of research and debates such as race, gender, class, sexual orientation and ethnicity Williams (2001:8). Media studies is a multidisciplinary subject as it cuts across sociology, psychology, anthropology, economics and various other disciplines. Media has profound impact on the behaviour of audiences.
The media influences individuals' point of view through its differing array of mediums. Individuals can be either decidedly or adversely influenced by these messages. In this day and age, media has moved toward becoming practically as fundamental as nourishment. Media is a reflection of society and assumes an exceptional part in reinforcing it. The media put the lives of its employees in threat amid assaults or cataclysmic events to stay up with the latest.