Mass communication focuses on appealing a group of people through television, newspapers, social networks, and general meetings. Other modes of mass communication include books, journals, podcasts, radio, and websites. Mass mode of communication differs from interpersonal communication in terms of the absence of personal connection between the participating parties. The interview analysis focuses on establishing the form of communication that is preferred by different people in Kuwait. The analysis highlights the preferences and instances of use of a particular mode of communication between interpersonal and mass
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. An example of this is Lazarfelds two-step flow theory. Baran (2012) states that “behaviour was limited by opinion leaders – people who initially consumed media content on topics of particular interest to them, interpreted it in light of their own values and beliefs, and then passed it on to opinion followed, people like them who had less frequent contact with media.” This theory can only go so far as in this day in age there are so many different mediums used to convey media information.
By informing the citizenry of what its government and other centres of power are doing, the media becomes itself an integral part of the political process. By monitoring the centres of power-political, economic, and social—the media functions to keep them in check. The second role of the media involves an educational function. It includes reporting on and promoting discussion of ideas, opinions, and truths toward the end of social refinement of those ideas, opinions and truths. In this role the media follows the tradition of the town meeting.
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.
Propaganda has many definitions, but in terms of mass communication it is the use of mass communication to change the opinion or influence someone in a particular manner according to the wish of the person creating the propaganda, and spreading that information through mass communication. This can be such that the information being given through means mass communication can manipulate the viewers to have a certain type of response. This basically means that anyone who uses mass communication to forward their agenda is termed a propagandist. There are three basic types and classifications of propaganda, white, gray, and black propaganda. These calssifications and divisions are made on the basis of how true the information being sent in a propaganda is, not the effect it has on society.
The questions asked about the media within the media effects tradition reflect the various key aspects in the BFI Framework to a great extent. While, the media effects tradition focuses primarily and substantially on the effects of the media on audience beliefs, attitudes and behavior and how such effects were differentially distributed according to the social positioning of audience members. This specifically refers to their social class, education and occupation. In so doing, it asks and answers the questions put forward by the BFI key aspects framework. Such as: ‘Who is communicating and why?, What type of text is it?, How has it been produced, How do we know what it means, Who receives it, and what sense do they make of it (Media Audiences), and How does it present its subject to
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.
In addition this excerpt highlighted that the influence of the media depends on the way in which the event is covered, the author explains that a situation or crisis can be blown out of proportion depending on how it is captioned and captured. By highlighting the role and the impact of the media (CNN effect), the author gave the researcher adequate information to answer the final secondary question on the
Media coverage shapes how public perceives their surroundings and what they consider to be important. The government and the people must pay attention to the media. The media reports the news, serves as an intermediary between the government and the people, helps determine which issues should be discussed, and keeps the public actively involved. The Indian media has responsibly engaged in the first role i.e. of being an interpreter and interpreted happenings and change to better the prospects of the nation by abstaining from partisan practices.
If the media are considered as a means of communication, then they are an important component of human history because human communication had been structured through gestures, writings, and speeches. Mass media indicate multiple devices that are used by people to communicate and interact with each other. It aims to reach the general public, through using different means of communication; such as: print media, broadcast media, social media and other types of communication. The media were emerged with the beginning of the United States of America, including the print media. It contains books, newspapers, booklets and brochures, house magazines, periodicals or newsletters and magazines.