Theories Of Mass Media

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Introduction In this essay, it is argued that the media needs ethical guidelines to control the power mass media owners and practitioners have over general public. Mass media’s nature and role in society is of communication that is written, broadcasted, or spoken that reaches a large audience. Collins Dictionary defines Mass media as “the means of communication that reach large numbers of people in a short time, such as television, newspapers, magazines, and radio” It is prominent, enough to have transferred itself on to society and have created a culture for itself. Society is assaulted, for lack of a better term, with messages from a multitude of sources; cinemas, print advertisements and magazines, and more. These messages promote products…show more content…
Each media conglomerate presses upon its viewer a certain message, powered by advertisers working with these conglomerates. Is this fair? Shouldn’t audiences be given the freedom of choice to hear the good and bad about before making a decision? This essay will further elaborate on these points. Theories and how its used in Mass Media Many theories are heavily used in mass media and two of them stand out prominently - Agenda setting Theory and Spiral of Silence. Agenda setting theory is applied by telling you what to think about although it doesn’t tell you what to think. “In choosing and displaying news, editors, newsroom staff, and broadcasters play an important part in shaping political reality. Readers learn not only about a given issue, but also how much importance to attach to that issue from the amount of information in a news story and its position. 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.” ( Maxwell McCombs and Donald Shaw in 1972 in Public Opinion Quarterly) This is achieved by priming and…show more content…
Introduced by Elisabeth Noelle-Neumann (1974), Spiral of silence describes how people will not publicly voice their opinion if they believe they are in the minority, for fear of isolation and rejection by society. Everyone seeks approval of some sort from our peers. Media illustrates idealized images of attractive men and women, personality traits of a successful person. If you are not like those beautiful, handsome and successful people in the media, advertising/ media message tells you it's time to buy the goods necessary to look like they look. People want to avoid being marginalized- they choose to fall into the majority group, which then gives them a sense of being right. Beyond attitudes and opinions, the images of the real world created by the mass media have creates the overtone for personal behaviors. People choose to identify with the images mass media has created. Mass media uses these theories to continue to create images, portray and dictate what makes a person. Which brings us to the next question: just who or what makes up of Mass media? Convergence of media
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