ipl-logo

Relationship Between Mass Media And Public Relations

2316 Words10 Pages

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. The easy will conclude that the assertion by (Broom & Sha 2013:234) is an accurate reflection of the public relations practice.
Mass Media
The meaning of mass
Mass media comprises of several ways by which information touches a large audience through media channels namely, newspapers radio, television, …show more content…

Those people who own and control the corporations that produce media comprise this elite”. cliffsnotes.com (2014) This theory reaffirms the the famous idiom “He who pays the piper calls the tune. Cambridge Idioms Dictionary,(2006) in the sense that since the owners of major news outlets are a minority elite then most probably the owners of the major public Relations firms would like wise be a minority elite. This therefore would collate with (Broom & Sha 2013:234) view that public relation practitioners are playing an increasingly important role as sources.
III. Culturalist Theory
“The Culturalist theory, developed in the 1980s and 1990s, combines the other two theories and claims that people interact with media to create their own meanings out of the images and messages they receive. This theory sees audiences as playing an active rather than passive role in relation to mass media” cliffsnotes.com (2014). This theory relates very much with (Broom & Sha 2013:234) and further proves that as stated Public relations practitioners will always be primary source of content to the mass media.

Public Relations and Mass Media …show more content…

Firstly, they give credibility and legitimacy to what might otherwise be seen as self-serving publicity or advertising by giving it the appearance of being news delivered through the agency of an 'independent' third party—the media. While the public will be cautious about what they hear in an advertisement they put more faith in a news broadcast”. (uow.edu.au 2014)
Relationship between the Press and Public Relations Practitioners
The part of the essay will analyze the relationship between The Press and public relations practitioners. It will interrogate how the two professional relate to one another professionally. It will examine the perceptions that exist in the two fields. The part of the essay will also delve into the future holds for the press relationship with the Pr industry. This will be vital in proving the assertion by (Broom & Sha 2013:234) that public relation practitioners are increasingly becoming sources for mass media news.
It does seem that we are doomed to have an endless debate about the relationship between journalists and PR professionals. The fact is that we have a mutually dependent relationship. The press cannot do its job without PR and PR needs the press. (prconversations.com,

Show More
Related

  • Karl Marx's Concepts Of Social Media

    2254 Words  | 10 Pages

    Although Karl Marx’s theories of consciousness typically relate to labor forces in society, one can apply his ideas in other realms of society as well. Today, one of the most relatable aspects of our culture is the use of social media. Through social media, one becomes part of a globalized society, one that is larger than ever before experienced. Humans have historically been limited to the kinds of people we interact with. In the past, we were confined to groups of people based on the social structures within our own communities, such as our families, schools, religious and civic organizations, and our peer groups.

    Read More

  • Outrage Industry: A Summary

    763 Words  | 4 Pages

    The authors discuss branding and why it is important for news netrworks and political outrage personalities. Branding is important because it creates a trust based relationship with the « average » viewer. This idea of the « average viewer » is critical because it represents the majority of white male correspondants who dominate the industry. There is an underlying belief that these white males represent the majority and speak on issues that matter the most to those chosen group of people. These men, speak on issues that most people of this group are afraid to talk about in public, due to the fear of being labeled as ultra-conservative, racist, sexist,etc.

    Read More

  • The Braindead Megaphone Analysis

    800 Words  | 4 Pages

    Society expect to be constantly entertained; they have become so concerned with things such as who the latest star is dating, scandals, or dumb people doing rather idiotic things. Much of society have been consumed in their personal instant gratification and what makes them “happy”. When on an off chance that news does show things that are serious and impactful(not necessarily positive things that is happening in the world) people have become so numb that the best they could do is feel sympathetic and at worst continue on with their day. The other part of the problem is that those behind what is being published and shown on the news media have been absorbed in their avarice nature, whatever allows them to make as much profit they do. “Writing thousands of hours of coverage from what could have been summarized in a couple of minutes every few weeks, a new rhetorical strategy was developed, or-let’s be generous-evolved”(6), Saunders describes the new formula formed by mass news firms that would yield the most profit.

    Read More

  • Andrea Lunsford's Our Semi-Literate Youth? Not So Fast

    872 Words  | 4 Pages

    The strength and effects of mass media are expressed perfectly in Denis McQuail’s article “The Influence and Effects of Mass Media.” McQuail does not really focus on the educational spectrum of mass media like Lunsford. Instead he tries to provide useful information about how mass media effects society as a whole and how there can be power gained from ownership of mass media. Instead of just thinking of mass media as a website that teenagers get on to post what they are eating for lunch or what they had to do that day, McQuail looks deeper and writes about how mass media can lead to political and economic power. One example from his article is when he writes about how mass media “can attract and direct attention to problems, solutions or people” and can also be useful in the forms of “persuasion and mobilization.”

    Read More

  • The Negative Effects Of Media Bias

    1501 Words  | 7 Pages

    Before media, politicians and other newsmakers had to rely on word of mouth to communicate the various messages they were espousing. However, they found this was an unreliable method of communication and the first newspapers and other media mediums were created. This comes at a drawback. As media companies grow larger and larger, they become more susceptible to bias. This has lead to a proliferation of bias across the many media companies in existence today.

    Read More

  • Media, Prejudice And Discrimination

    792 Words  | 4 Pages

    Media serves as communication channels through which news, entertainment or messages can be dispersed. Therefore, media serves as a good transport for prejudice and discrimination, because it is by media that the two concepts became popular. In this assignment will be critically discussing the following: Firstly, definitions of concepts like media, prejudice and discrimination. Secondly, incidents that happened over the years, that went viral over the media concerning the two concepts. Lastly, ways to reduce prejudice and discrimination.

    Read More

  • Limited Effect Theory Of Mass Communication

    862 Words  | 4 Pages

    According to Baran (2012) mass communication can be defined as “the process of creating shared meaning between the mass media and their audiences.” This essay aims to discuss the degree to which we are shaped by our interaction with the media. In order to achieve the aforementioned aim of this essay I will focus on the following: limited-effects theory, two-step flow theory, attitude change theory and agenda setting. The limited effects theory sets out that media influence is based on individual and social characteristics.

    Read More

  • The Mass Media And Its Influence Of Mass Media

    3576 Words  | 15 Pages

    Mass Media is refers to every medium or source which is used to connect and communicate with a large number of people at once. Mass media is communication whether written, broadcast, or spoken to reaches a large audience. This includes television, radio, advertising, movies, internet, newspapers, and magazines. Media help to correlate or co-ordinate various parts of the social system by gathering and disseminating valuable information. (Yeh.

    Read More

  • How Does Mass Media Influence Modern Culture

    1319 Words  | 6 Pages

    It does more than report information and entertainment as it also presents us with views of human beings, events, issues, and cultural life. Therefore, most of the national media are trying to emphasized people by using an attractive advertisement. This is the reason that people are conducted by the mass media for modern culture. People tend to believe in media which lead to culture change. On the other hand, culture can be defined as the beliefs or values by making sense of our experiences, also concerns how we communicate these values and ideas through mass media.

    Read More

  • Relationship Between Media And Government

    1795 Words  | 8 Pages

    3. Mass Media Relations (the Press) with the Government Press and government are interdependent with each other. The press and society are the same. The press is impossible to live and thrive in an area without any government and society. Because the territory without regulatory power and so-called government, will tend to be a jungle for the human wolves that inhabit it.

    Read More

  • Examples Of Quantitative Content Analysis

    1827 Words  | 8 Pages

    “The elite media set a framework within which others operate.” Other non-elite media take over their topics, or often whole stories and articles. Most of their reading public are “people who are wealthy or part of what is sometimes called the political class… political managers, business managers (like corporate executives or that sort of thing), doctoral managers

    Read More

  • Role Of Mass Media As An Agent Of Socialization

    892 Words  | 4 Pages

    In this advance era, mass media plays a significant role towards all of us and we can truly admit that mass media is one of the basic essenssial that used by everyone in their daily life. Generally, mass media is a print and electronic means of communication that spreads messages to the audiences and carries out information to the people in the society. Mass media can be divided into two categories, which is the print media include like newspaper, magazines, and books. Another mass media is the electronic media include like radio, television, and internet which is used by most of the people nowadays. Media is one of the most influential aspects of our lives.

    Read More

  • The Internet: The Importance Of The Internet

    916 Words  | 4 Pages

    “Media has become as necessary as food and clothing. Media is a mirror of the modern society; in fact, it is the media which forms our lives. The principle of the media is to let people know about modern, new relationships and to tell about the most modern discussion and fashion. The media still very backward behind other economic sectors because international communication is closely bound up with culture, language and tradition” (Karachi, M.(n.d). Media has many important types we already use in our daily life such as the internet and TV also radio and print media like newspaper and magazine.

    Read More

  • Uses And Gratification Theory: Literature Review And Critical Theory

    925 Words  | 4 Pages

    The theory explains “how individuals use mass communication to gratify their needs” (Burgeon, Hunsaker and Dawson, 1994, cited in Udende and Azeez, 2010, p. 34). The theory holds that “people influence the effects that mass media have on them” (Anaeto et al, 2008 cited in Edegoh, Asemah and Nwammuo, 2013, p. 23). The assumption of the theory is that people are not just passive receivers of media messages; rather, they actively influence the message effects. Media audience selectively choose, attend to, perceive and retain media offerings on the basis of their needs, beliefs, etc., thus, “there are as many reasons for using the media as there are media users”

    Read More

  • The Negative Impacts Of Mass Media

    1070 Words  | 5 Pages

    Over the years, technologies have been gradually advancing and have played an important role in today’s fast growing societies. It has become a major factor in the society as people are depending on it to accomplish specific tasks. For example, schools are using these technologies as an alternative way of teaching students. Business industries are using it to increase business efficiencies. Among all of the technologies, the one that has the most important aspect in people’s lives is the mass media. In general, the mass media simply means medium that gives out information.

    Read More

More about Relationship Between Mass Media And Public Relations

Open Document