Now putting this on a global scale, the mass majority of developed nations have access to this. The mass media feeds into this demand for new, thriving aspects in culture. Much of the population makes choices based on what they’re being fed by the media. From billboards to news stations, to commercials and annoying ads, these are all correlated to controlled media. The mass media is dictating what everyone sees, including you and me.
Mass media means that automation is expected to influence mass media crowd. Transmission is typically used to manage the vast plurality of the general public. The global platform for mass media are newspapers, radio, magazines and the Internet. Occasionally locals genuinely wants mass media to produce messages conceiving political issues, social issues, entertainment and news related on pop culture, we live in a culture that depends on information and electronic media to keep moving in the right direction and do out daily activities like work , entertainment, health care, education, travelling or something else we have to do. Mass media has changed dramatically in the industry of mass media over the 50 years.
It can also affect youth’s thinking, attire, attitude and so on but before discussing about the influences on youth we need to know the three basic functions of mass media; providing information, education and entertainment (Mughal, 2014). Influences either can be positive or negative. We are exposed to the advertising that which has made billions of dollars to the media they sell. The things that we buy are told to buy by the media. We will make our own decision based on what we exposed on television, radio, newspaper, magazines or internet after seeing thousands of advertising (Mughal, 2014).
In reflecting what candidates are saying during a campaign, the mass media may well determine the important issues – that is, the media may set the “agenda” of the campaign (McCombs, 2003). Basic/core assumptions The two basic assumptions on which the agenda setting theory is based on are: 1. the press and the media do not reflect reality; they filter and shape it; 2. media concentration on a few issues and subjects leads the public to perceive those issues as more important than other issues. Agenda setting occurs through a cognitive process known as “accessibility,” which implies that the more frequently and prominently the news media covers an issue, the more that issue becomes accessible in the audience’s memory (Iyengar & Kinder, 1987). Types There are three basic types of agenda setting according to Everett Rogers and J.W. Dearing (1988): 1. public Public agenda setting focuses on the audience’s agenda 2. media media agenda setting focuses on the influence of the mass media on the audience.
Without media, people in a society would be isolated not only from the rest of the world, but from the government, lawmakers and neighbouring towns and cities. Media has always played a important role in our society. For a long time, media has been one of the methods of controlling, people and leisure. The media, both print and broadcast, is expected to inform the mass audience, educate them entertain the people and to mobilize them towards desired goal .In the old days people received information through
Mass media means technology that is intended to reach a mass audience. It is the primary means of communication used to reach the vast majority of the general public. The most widely recognized stages for mass media are daily papers, magazines, radio, TV, and the Internet. The overall population commonly depends on the mass media to give data with respect to political issues, social issues, excitement, and news in popular society. (Study.com, 2016) The first and foremost of the media in a general public is to give news and data to the masses.
Journalistic power is one of the most effective and creative power for bringing about necessary change. McCombs (2002) described the power of the news media is to set a nation’s agenda, to draw attention to focus on a few key public issues through immense and well-documented influence. He also mentioned that, agenda setting is “Not only do people acquire factual information about public affairs from the news media, readers and viewers also learn how much importance to attach to a topic on the basis of the emphasis placed on it in the news” (McCombs, 2002, P. 1). This agenda setting gives the space to think about it and emphasis the priority of news and information which leads the mind of people. On the other hand, if news media sets wrong agenda it also creates wrong influence towards wrong agenda.
It is through media, that people intepret events happening around them. There is a lot of empirical evidence which shows how much media can influence its audience (Lewis, 1976). What should be noted here is that, the U.S has a huge influence on both social media and other forms of mainstream media. 9 out of the 10 largest media houses in the world are based in the U.S (Le, 2015). Most of the media that we consume, are produced by these companies or their subsidiaries.
Communication is the process of sending and receiving information from sender to the receiver and from it, mass communication is formed. Mass communication has been one of the most essential processes of communication nowadays involving a large number of people receiving the mass information through varieties of media technologies. As defined by Ralph E. Hanson(2016), mass communication is the peak of communication pyramid which is a society-wide communication where messages or speech are sent to the large numbers of people who mostly are unknown by the sender. Meanwhile Stanley Baran, Dennis Davi(2013) pointed that mass communication occurred when technology has been made as a medium by the sender to deliver messages to large recipients and
INFLUENCE OF MEDIA ON THE TYPES OF COMMUNICATION Mass media is basically communication—either written, broadcast, or spoken—that reaches a huge audience. This includes television, radio, advertising, movies, the Internet, newspapers, magazines, and so on. Mass media is a powerful source in modern culture. Communities are bombarded frequently with messages from a collection of sources such as TV, billboards, and magazines, to name a few. These messages promote not only products, but moods, attitudes.