the mass media is a diverse collection of media technologies that reach a large audience through mass communication. The technology in which this communication takes place includes various outlets.
Broadcast media send information electronically, through media such as movies, radio, music recordings, or television. Digital media consists of mass communication and cellular communication. Internet media consists of services such as email, social media sites, websites, and internet-based radio and television. Many other mass media outlets have additional presence on the web, in ways such as connecting or running TV ads online, or distributing outside QR Code or print media to direct mobile users to websites. In this way, they can take advantage of the accessibility and accessibility capabilities provided by the Internet, as it easily spread information to various regions of the world simultaneously and cost-effectively. Outdoor media send information through media such as AR ads; billboard; air balloon; flying billboards (signs behind the plane); placards or kiosks placed inside and outside buses, commercial buildings, shops, sports stadiums, subways, or trains; signs; or skywriting. Print media sends information through physical objects, such as books, comics, magazines, newspapers, or pamphlets. Organizing events and public speaking can also be regarded as a form of mass media.
Organizations that control this technology, such as film studios, publishing companies, and radio and television stations, are also known as mass media.
Video Mass media
Issues with definitions
By the end of the 20th century, mass media could be classified into eight mass media industries: books, internet, magazines, films, newspapers, radio, recordings, and television. The explosion of digital communications technology in the late 20th and early 21st centuries made the question stand out: what media forms should be classified as "mass media"? For example, controversial whether to include mobile phones, computer games (such as MMORPG), and video games in the definition. In the 2000s, a classification called "seven mass media" became popular. In the introductory sequence, they are:
- Print (books, pamphlets, newspapers, magazines, etc.) from the end of the 15th century
- Records (phonographs, cassettes, cassettes, cartridges, CDs and DVDs) from the end of the 19th century
- The cinema of about 1900
- Radio from about 1910
- Television from about 1950
- Internet from about 1990
- A mobile of about 2000
Each mass media has its own kind of content, creative artists, technicians, and business models. For example, the Internet includes blogs, podcasts, websites, and various other technologies built on public distribution networks. The sixth and seventh media, the Internet and mobile phones, are often called collectively as digital media; and fourth and fifth, radio and TV, as broadcast media. Some argue that video games have evolved into different mass media forms.
While the phone is a two-way communication device, mass media communicate with large groups. In addition, the phone has been transformed into a mobile phone with Internet access. A question arises whether this makes the phone a mass media or just a device used to access the mass media (the Internet). There are currently systems in which marketers and advertisers can take advantage of satellites, and broadcast ads and ads directly to mobile phones, which phone users are not asking. The mass advertising transmission to millions of people is another form of mass communication.
Video games can also evolve into mass media. Video games (eg role-playing massively multiplayer (MMORPGs) games, such as RuneScape ) provide the same play experience to millions of users worldwide and deliver the same message and ideology to all its users.. Users sometimes share their experiences with each other by playing online. No exception the internet, it is questionable whether video game players share a common experience when they play the game individually. It is possible to discuss in detail the video game events with a friend who has never played with him, because the experience is identical to each other. The question is, then, whether this is a form of mass communication.
Characteristics
Five characteristics of mass communication have been identified by sociologist John Thompson of Cambridge University:
- "[C] outperforms the technical and institutional methods of production and distribution" - This is evident throughout the history of the mass media, from print to internet, each suited for commercial use
- Involves the "commodification of symbolic forms" - because the production of materials depends on its ability to produce and sell a large number of works; because radio stations depend on when they are sold to ads, as well as newspapers depending on their space for the same reason
- "[S] the eparate context between production and acceptance of information"
- This "reaches out to those" remotely removed "in space and time, compared to manufacturers"
- "[distribution distribution] -" one to many "forms of communication, where products are mass-produced and disseminated to a large number of audiences
Mass vs. mainstream and alternate
The term "mass media" is sometimes wrongly used as a synonym for " mainstream media ". The mainstream media is distinguished from alternative media based on its content and point of view. Alternative media is also a "mass media" outlet in the sense that they use technology that can reach many people, even if the audience is often smaller than the mainstream.
In general use, the term "mass" does not indicate that a certain number of individuals receive the product, but the product is available in principle to a number of recipients.
Mass vs. local and special
The mass media is distinguished from local media by the idea that while the mass media aims to reach enormous markets, such as the entire population of a country, local media broadcast to much smaller populations and territories, and generally focus on news regional rather than global events. The third type of media, custom media , provides specific demographics, such as special channels on TV (sports channels, porn channels, etc.). This definition is not set in stone, and may be for media outlets to be promoted in status from local media outlets to global media outlets. Some local media, interested in state or provincial news, can become notorious for their investigative journalism, and local preferences about reforms in national politics rather than regional news. The Guardian , formerly known as Manchester Guardian , is an example of one of those media outlets; once the local daily newspaper, The Guardian is currently a nationally respected newspaper.
Maps Mass media
Mass media form
Broadcast
Ordering content in a broadcast is called a schedule. With all the technological endeavors, a number of technical terms and slang languages ​​have evolved. Please see the list of broadcast provisions for the list of terms used.
Radio and television programs are distributed through a frequency band in the United States is highly regulated. The rules include the determination of the bandwidth, range, permissions, types of receivers and transmitters used, and acceptable content.
Cable television programs are often broadcasted alongside radio and television programs, but have a more limited audience. By encoding the signal and needing a cable converter box at each recipient's location, the cable also enables subscription-based channels and pay-per-view services.
Broadcasting organizations can broadcast multiple programs simultaneously, through multiple channels (frequencies), such as BBC One and Two. On the other hand, two or more organizations can share the channel and each use it during the fixed part of the day, such as Cartoon Network/Adult Swim. Digital radio and digital television can also transmit multiplexed programming, with multiple channels compressed into one ensemble.
When broadcasting is done over the Internet, the term webcasting is often used. In 2004, a new phenomenon occurred when a number of technologies were combined to produce podcasting. Podcasting is an asynchronous broadcast/narrowcast medium. Adam Curry and his colleagues, Podshow , are the main proponents of podcasting.
Movies
The term ' film' includes moving images as individual projects, as well as fields in general. The name comes from a photographic film (also called filmstock), historically the main medium for recording and displaying moving images. Many other terms for movies exist, such as moving pictures (or just images and "images"), silver screen , photoplays , cinema , show images , movies , and most commonly, movies .
Movies are produced by recording people and objects with the camera, or by making them use animation or special effects techniques. The film consists of a series of individual frames, but when these images are shown in rapid succession, the illusion of motion is made. Blinking between frames is invisible because of an effect known as persistence of vision, in which the eye retains the visual image for a split second after its source is removed. Also relevance is what causes the perception of motion: a psychological effect identified as a beta movement.
Film is considered by many to be an important art form; films entertain, educate, enlighten, and inspire the audience. Any movie can be an attraction around the world, especially with the addition of dubbing or subtitles that translate movie messages. Movies are also artifacts created by certain cultures, which reflect the culture, and, in turn, affect them.
Video game
Video games are computer-controlled games in which a video display, such as a monitor or television, is the main feedback device. The term "computer games" also includes games that only display text (and which can, therefore, be theoretically played on teletypewriters) or that use other methods, such as sound or vibration, as their main feedback device, but very few new games in this category. There should always be some kind of input device, usually in the form of key/joystick combinations (arcade games), keyboard and mouse/trackball combinations (game consoles), controllers (console games), or any combination of the above. In addition, more esoteric devices have been used for inputs, e.g., player motion. Usually there are rules and goals, but in a more open game, players may be free to do whatever they like within the confines of the virtual universe.
In common usage, an "arcade game" refers to a game designed to be played in an establishment where the customer pays to play on a per-use basis. "Computer games" or "PC games" refers to games played on personal computers. "Game Console" refers to one that is played on a device designed specifically for such use, while interacting with a standard television set. "Video game" (or "videogame") has evolved into a catchall phrase that includes the above mentioned along with any game created for other devices, including, but not limited to, sophisticated calculators, cell phones, PDAs, etc.
Audio recording and reproduction
Voice and reproduction recording is the re-creation of electrical or mechanical or sound amplification, often as music. This involves the use of audio equipment such as microphones, recording devices, and loudspeakers. From the very beginning with the invention of phonographs using pure mechanical engineering, the field has advanced with the invention of electrical recording, mass production of the record 78, magnetic wire recorder followed by a tape recorder, recordings of a record. The discovery of compact cassettes in the 1960s, followed by Sony Walkman, provided a major boost to the mass distribution of music recordings, and the invention of digital recording and compact discs in 1983 brought a great improvement in ruggedness and quality. Recent developments have taken place in digital audio players.
Album is a collection of related audio recordings, released together to the public, usually commercially.
The term recording album stems from the fact that 78 RPM recordings are recorded in books that resemble photo albums. The first collection of notes called "album" is Tchaikovsky Nutcracker Suite , released in April 1909 as a four disk made by Odeon records. It sells for 16 shillings - about Ã, Â £ 15 in modern currency.
The music video (also promo) is a short movie or video that accompanies a complete piece of music, most often a song. Modern music videos are mainly created and used as a marketing tool intended to promote the sale of music recordings. Although the origins of the music videos went back even further, they came into their own in the 1980s, when the format of Music Television was based on them. In the 1980s, the term "video rock" is often used to describe this form of entertainment, although the term is not used anymore.
Music videos can accommodate all styles of filmmaking, including animations, live action films, documentaries, and non-narrative, abstract films.
Internet
The Internet (also known only as "Net" or less precise as "Web") is a more interactive medium of mass media, and can be briefly described as a "network network". In particular, it is a worldwide network of computer interconnects accessible worldwide that transmit data with packet switching using standard Internet Protocol (IP). It consists of millions of smaller domestic, academic, business, and government networks, which together carry information and services, such as email, online chats, file transfers, and interlinked web pages and other documents from the World Wide Web.
Contrary to some common uses, the Internet and World Wide Web are not the same: The Internet is a connected computer network system, linked by copper cables, fiber optic cables, wireless connections, etc.; The Web is the content, or linked document , linked by hyperlinks and URLs. The World Wide Web is accessible over the Internet, along with many other services including e-mail, file sharing and others described below.
Toward the end of the 20th century, the advent of the World Wide Web marked the first era in which most individuals can have means of exposure on a scale comparable to that of mass media. Anyone with a website has the potential to greet a global audience, even though serving high-end web traffic is still relatively expensive. It is possible that the rise of peer-to-peer technology may have started the process of making bandwidth costs manageable. Although large amounts of information, images, and comments (ie "content") are available, it is often difficult to determine the authenticity and reliability of the information contained in web pages (in most cases, self-published). The invention of the Internet has also enabled news coverage to reach the whole world in minutes. The rapid growth of instant and decentralized communication is often thought to change the mass media and its relationship with society.
"Cross-media" means the idea of ​​distributing the same message through different media channels. A similar idea is expressed in the news industry as "convergence". Many authors understand cross-media publishing into the ability to publish both in print and on the web without manual conversion attempts. Increasing the number of wireless devices with incompatible data and display formats makes it more difficult to achieve the "create once, publish multiple" goals.
The Internet quickly became the center of mass media. Everything becomes accessible via the internet. Instead of picking up a newspaper, or watching the 10 o'clock news, people can get on the internet to get the news they want, when they want it. For example, many workers listen to the radio over the Internet while sitting at their desks.
Even the education system depends on the internet. Teachers can contact the entire class by sending an e-mail. They may have a web page where students can obtain a copy of an outline or a class assignment. Some classes have a blog class where students are asked to post weekly, with students judged on their contributions.
Blog (web log)
Blogging has also become a pervasive form of media. Blogs are websites, usually managed by an individual, with regular comment entries, event descriptions, or interactive media such as pictures or videos. Entries are usually displayed in reverse chronological order, with recent posts shown above. Many blogs provide comments or news about a particular subject; others serve as a more personal online diary. A typical blog combines text, images and other graphics, and links to other blogs, web pages, and related media. The reader's ability to leave comments in an interactive format is an important part of many blogs. Most blogs are mainly textual, though some focus on art (artlog), photos (photoblog), sketchblog, video (vlog), music (MP3 blog), audio (podcasting) are part of a wider social media network. Microblogging is another type of blogging that consists of blogs with very short posts.
RSS feed
RSS is a format for news syndication and news-like site content, including major news sites like Wired, news-oriented community sites like Slashdot, and personal blogs. This is a family of Web feed formats used to publish frequently updated content such as blog posts, headlines, and podcasts. RSS documents (called "feeds" or "web feeds" or "channels") contain a summary of content from related websites or full text. RSS allows people to follow websites in an automated way that can be funneled to a customized program or a filtered view.
Podcasts
Podcasts are a set of digital-media files that are distributed over the Internet using syndication feeds for playback on portable media players and computers. The term podcast, such as a broadcast, may refer to the set of content itself or to a syndicated method; the latter also called podcasting. The host or podcast writer is often called a podcaster.
Mobile
Mobile phones were introduced in Japan in 1979 but became the only mass media in 1998 when the first downloadable ringtones were introduced in Finland. Soon most of the media content forms are introduced on mobile phones, tablets and other portable devices, and today the total value of media consumed on mobile phones far outweighs internet content, and is worth over 31 billion dollars in 2007 (informa sources). Mobile media content includes over 8 billion dollars of mobile music (ringtones, ringtones, truetones, MP3 files, karaoke, music videos, music streaming services, etc.); over 5 billion dollars of mobile games; and various news, entertainment and advertising services. In Japan, mobile phone books are so popular that five of the top ten best-selling print books were originally released as mobile phone books.
Similar to the internet, mobile phones are also an interactive medium, but have a much wider reach, with 3.3 billion mobile users by the end of 2007 being 1.3 billion internet users (ITU sources). Like emails on the internet, the top apps on the phone are also private messaging services, but SMS text messaging is used by over 2.4 billion people. Almost all internet and app services exist or have similar cousins ​​on mobile phones, from searching to multiplayer games to the virtual world to blogs. Mobile has several unique benefits that make mobile media experts claim to make mobile a more powerful medium than TV or the internet, starting with a mobile that's brought in permanently and always connected. Mobile has the best audience accuracy and is the only mass media with built-in payment channels available to any user without a credit card or PayPal account or even an age limit. Mobile phones are often called Mass Media 7 and fourth screen (if counting cinema screen, TV and PC) or third screen (counting TV and PC only).
Print media
Magazine
Magazines are periodical publications containing various articles, generally financed by advertisements or purchases by readers.
Magazines are usually published weekly, biweekly, monthly, bi-monthly or quarterly, with dates on the cover that before that date are actually published. They are often printed in color on coated paper, and bonded with a soft cover.
Magazines fall into two broad categories: consumer magazines and business magazines. In practice, magazines are part of a magazine, different from magazines produced by specialized, artistic, academic, or specialty publishers that are subscribed only, are more expensive, are limited in circulation, and often have little or no advertising.
Magazines can be classified as:
- Common interest magazines (e.g. Forward , India Today , Sunday , The Sunday Times > etc.)
- Special interest magazines (women, sports, business, scuba diving, etc.)
Newspapers
Newspapers are publications containing news and information and advertisements, usually printed on cheap paper called newsprint. Perhaps public or special interests, most often published every day or every week. The most important function of a newspaper is to inform the public of important events. Local newspapers inform local communities and include advertisements from local businesses and services, while national newspapers tend to focus on themes, which can be exemplified by "The Wall Street Journal" as they offer news about finance and business related topics. The first print newspaper was published in 1605, and its form has grown even in the face of competition from technologies such as radio and television. However, recent developments on the Internet pose a great threat to its business model. Paid circulation decreases in most countries, and advertising revenue, which accounts for the largest share of newspaper revenue, shifts from print to online; some commentators, however, point out that historically new media such as radio and television do not completely replace the existing ones.
The Internet has challenged the press as an alternative source of information and opinion but also provides a new platform for newspaper organizations to reach new audiences. According to the World Trends Report, between 2012 and 2016, print circulation continues to decline in almost all regions, with the exception of Asia and the Pacific, where dramatic increases in sales in selected countries have offset declines in Asia's strong history. markets such as Japan and the Republic of Korea. Most notably, between 2012 and 2016, India's print circulation grew by 89 percent.
Outdoor media
Outdoor media is a form of mass media consisting of billboards, signboards, placards placed inside and outside commercial buildings/objects such as shops/buses, flying billboards (marks on the back of the plane), air ballooning, skywriting, AR advertisements. Many commercial advertisers use this form of mass media when advertising in sports stadiums. Manufacturers of tobacco and alcohol use advertising boards and other outdoor media extensively. However, in 1998, the Main Settlement Agreement between the US and the tobacco industry banned cigarette advertisement advertisements. In a Chicago-based study in 1994, Diana Hackbarth and his colleagues revealed how billboards based on tobacco and alcohol concentrated in poor neighborhoods. In other urban centers, billboards of alcohol and tobacco are much more concentrated in African-American environments than in white environments.
Destination
The mass media includes more than news, though sometimes misunderstood in this way. It can be used for a variety of purposes:
- Advocacy, both for business and social issues. This can include advertising, marketing, propaganda, public relations, and political communication.
- Entertainment, traditionally through acting performances, music, and TV shows along with light reading; since the end of the 20th century also through video and computer games.
- Public service announcements and emergency alerts (which can be used as a political tool to communicate propaganda to the public).
Profession involving mass media
Journalism
Journalism is the discipline of collecting, analyzing, verifying and presenting information about current events, trends, issues and people. Those who practice journalism are known as journalists.
News-oriented journalism is sometimes described as "the first rough historical draft" (attributed to Phil Graham), since journalists often record important events, producing news articles about short deadlines. While under pressure to be first with their stories, media organizations usually edit and correct their reports before they are published, following the standards, qualities and styles of each organization. Many news organizations claim the tradition is proud to hold government officials and institutions accountable to the public, while media critics have raised the question of holding the press itself responsible for professional journalism standards.
Public relations
Public relations is the art and science of managing communication between the organization and the public primarily to build, manage, and maintain its positive image. Examples include:
- Corporations use public relations marketing to convey information about products they produce or services they provide to potential customers to support their direct sales efforts. Typically, they support sales in the short and long run, building and polishing corporate branding for a strong and sustainable market.
- Corporations also use public relations as a means of reaching legislators and other politicians, seeking taxes, regulations and other favorable treatment, and they can use public relations to describe themselves as enlightened masters, in support of human resource recruitment programs.
- Nonprofits, including schools and universities, hospitals, and social and human service agencies, use community relationships in support of awareness programs, fundraising programs, staff recruitment, and to improve the protection of their services.
- Politicians use public relations to attract votes and raise money, and when succeeded in the ballot box, to promote and maintain their services in the office, by overseeing the next election or, at the end of a career, into their legacy.
Publish
Publishing is an industry related to the production of literature or information - the activity of making information available to the public view. In some cases, authors can be their own publishers.
Traditionally, this term refers to the distribution of printed works such as books and newspapers. With the advent of digital information systems and the Internet, the publishing scope has expanded to include websites, blogs, and the like.
As a business, publishing includes the development, marketing, production and distribution of newspapers, magazines, books, literary works, music, software, other information-related works.
Publications are also important as legal concepts; (1) as the process of giving official notice to the world of significant intentions, for example, to marry or enter bankruptcy, and; (2) as an important prerequisite for claiming defamation; that is, the alleged defamation must have been published.
Software publishing
The software publisher is a publishing company in the software industry between developers and distributors. In some companies, two or three of these roles can be combined (and indeed, can be in one person, especially in the case of shareware).
Software publishers often license software from developers within certain limits, such as a time limit or geographic area. License requirements vary widely, and are usually confidential.
Developers can use publishers to reach bigger or foreign markets, or to avoid focusing on marketing. Or publishers can use developers to create software to meet market needs that have been identified by publishers.
Internet Based Profession
YouTuber is anyone who has made their fame from creating and promoting videos on public video sharing sites, YouTube. Many YouTube celebrities have created professions from their sites through sponsorship, advertising, product placements, and network support.
History
The history of mass media can be traced back to the days when dramas were performed in various ancient cultures. This is the first time when a form of media is "broadcast" to a wider audience. The first known printed date book is "Diamond Sutra", printed in China in 868 AD, although it is clear that the books were printed earlier. The type of movable clay found in 1041 in China. However, due to the slow pace of literacy to the masses in China, and the relatively high paper costs there, the earliest print media may have been Europe's popular prints of about 1400. Although these were produced in large quantities, very few early survival examples, the best known printed before about 1600 has not survived. The term "mass media" was created with the creation of print media, renowned as the first example of mass media, as we use the term today. This form of media began in Europe in the Middle Ages.
Johannes Gutenberg's invention of the printing press enabled mass production of books to sweep the country. He printed the first book, a Latin Bible, on a movable type machine in 1453. The invention of the printing press spawned some form of mass communication first, allowing for the publication of books and newspapers on a larger scale. larger than previously possible. The discovery also changed the way the world received printed material, although the books remained too expensive to be called mass media at least a century after that. Newspapers evolved from about 1612, with the first example in English in 1620; but they took until the 19th century to reach audiences directly. The first high-circulation newspapers appeared in London in the early 1800s, such as The Times, and were made possible by the invention of high-speed steam rolling machines, and rail lines that allowed large-scale distribution over large geographical areas. Increased circulation, however, leads to a decrease in feedback and interactivity of the reader, making the newspaper into a more one-way media.
The phrase "media" began to be used in the 1920s. The idea of ​​"mass media" was generally limited to print media until the Second World War, when radio, television and video were introduced. Audio-visual facilities are becoming very popular, as they provide information and entertainment, because the colors and sounds involve the audience/listeners and therefore it is easier for the general public to watch TV passively or listen to the radio rather than actively reading. Recently, the Internet became the latest and most popular mass media. Information is available through the website, and is easily accessible through search engines. A person can do many activities at the same time, like playing games, listening to music, and social networking, regardless of location. While other forms of mass media are limited in the type of information they can offer, the internet consists of a large percentage of the amount of human knowledge through things like Google Books. Modern day media includes the internet, mobile phones, blogs, podcasts, and RSS feeds.
During the twentieth century, the growth of mass media was fueled by technology, including those that enabled much duplication of material. Physical duplication technologies such as printing, tape press, and movie duplication allow low-priced duplication of books, newspapers, and movies to a wide audience. Radio and television enable electronic duplication of information for the first time. The mass media has a linear replication economy: one work can make money. Examples of Riel and Neil's theories. in proportion to the number of copies sold, and as the volume rises, unit costs fall, increasing the profit margin further. Great fate must be made in the mass media. In a democratic society, the media can serve voters on issues of government and corporate entities (see Media influence). Some people consider the concentration of media ownership as a threat to democracy.
Mergers and Acquisitions
Between 1985 and 2018 about 76,720 transactions have been announced in the Media industry. This is an overall value of about 5,634 bil USD. There are three big waves of M & amp; A in the Mass Media Sector (2000, 2007 and 2015), while the most active year in terms of figures is 2007 with approximately 3,808 transactions. The US is the most prominent country in Media M & amp; A with 41 of the top 50 deals that have an acquirer from the United States.
The biggest deal in history is Time Warner's acquisition by America Online Inc. for 164,746.86 miles USD.
Influence and sociology
The limited effect theory , originally tested in the 1940s and 1950s, considers that because people usually choose what mediums to interact based on what they already believe, the media exerts a negligible influence. Dominant class theory argues that the media reflect and project the views of the minority elite, which controls it. The Cultural Theory , developed in the 1980s and 1990s, combines two other theories and claims that people interact with the media to create their own meaning from the images and messages they receive. This theory states that members of the audience play an active role, not passively in relation to the mass media.
In an article entitled "The Influence of Mass Media on Communities, Rayuso argues that the media in the US is dominated by five big companies (Time Warner, VIACOM, Vivendi Universal, Walt Disney and News Corp) which owns 95% of all mass media including amusement parks, movie studios, television and radio broadcasting and programming networks, video news, sports entertainment, telecommunications, cordless phones, video game software, electronic media and music companies. While historically, there is more diversity in companies, they have recently joined forces to form elites who have the power to form people's opinions and beliefs. People buy after seeing thousands of ads by various companies on TV, newspapers or magazines, which can influence their purchasing decisions. What definition is accepted by society is determined by the media. This power can be used for good, such as encouraging children to play sports. However, it can also be used for bad, such as children affected by film-starched cigars, their exposure to sex pictures, their exposure to violent images and their exposure to junk food advertisements. The Super Size Me documentary describes how companies like McDonald's have been sued in the past, the plaintiff claimed that it was their faulty liminal and subliminal advertising that "forced" them to buy the product. Barbie and Ken dolls in the 1950s are sometimes cited as the main cause of obsession in modern society for women to be thin and men become fans. After the 9/11 attacks, the media provided extensive coverage of the event and exposed Osama Bin Laden's blunder for the attack, information they conveyed to authorities. It forms public opinion to support the fight against terrorism, and then, the war against Iraq. The main concern is because of the immense power of mass media (capable of encouraging public opinion), the media receiving inaccurate information can lead to public opinion to support the wrong cause.
In his book The Commercialization of American Culture, Matthew P. McAllister said that "well-developed media systems, informing and teaching its citizens, help democracy move toward the ideal state."
In 1997, J. R. Finnegan Jr. and K. Viswanath identified 3 main effects or mass media functions:
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- Knowledge Gap: The mass media affect the knowledge gap because of factors including "the extent to which content are interesting, the extent to which information channels are accessible and desirable, and the amount of social conflict and diversity exists within the community".
- Organizer Settings: People influence how they think about problems because of the selective nature of what the media selects for public consumption. After publicly announcing that he had prostate cancer before the 2000 New York senatorial election, Rudolph Giuliani, the mayor of New York City (aided by the media) sparked a massive increase in cancer awareness. This is because news media are beginning to report on the risk of prostate cancer, which in turn encourages greater public awareness about the disease and the need for screening. The ability of this media to be able to change the way people think and behavior has occurred on other occasions. In the mid-1970s, when Betty Ford and Happy Rockefeller, the wives of the President and Vice President at the time, both were diagnosed with breast cancer. J. J. Davis stated that "when risks are highlighted in the media, especially in great detail, the level of agenda setting will likely be based on the extent to which public anger and threats are provoked". When it comes to setting the agenda, framing can be very useful for mass media organizations. Framing involves "taking a leadership role in public discourse organizations about a problem". The media is influenced by a desire for balance in scope, and the resulting pressure can come from groups with certain political action and advocacy positions. Finnegan and Viswanath say, "groups, institutions, and supporters compete to identify problems, to move them to the public agenda, and to define the problem symbolically" (1997, p.Ã, 324).
- Perception Cultivation: The extent to which media exposure forms the perception of audience over time is known as cultivation. Television is a common experience, especially in places like the United States, to the point where it can be described as a "homogeneous agent" (S. W. Littlejohn). However, instead of just as a result of TV, the effect is often based on socioeconomic factors. Having too long exposure to TV or film violence can affect audiences to the extent that they actively consider community violence a problem, or alternatively find it justifiable. The resulting beliefs may differ depending on where people live.
Since the 1950s, when cinema, radio and TV began to be the primary or sole source of information for a larger and larger percentage of the population, the media began to be regarded as the central instrument of mass control. Up to the point that the idea emerges that when a country has reached a high level of industrialization, the state itself "belongs to the one who controls communication."
The mass media plays an important role in shaping public perceptions of important issues, both through information shared through them, and through the interpretations they place on this information. They also play a major role in shaping modern culture, by choosing and depicting a set of certain beliefs, values, and traditions (the whole way of life), as reality. That is, by depicting the interpretation of a particular reality they form reality to be more in line with that interpretation. The mass media also plays an important role in the spread of civil unrest activities such as anti-government demonstrations, riots, and general strikes. That is, the use of radio and television receivers has made the influence of unrest among cities not only by the city's geographical location, but also by the proximity in the mass media distribution network.
Racism and stereotypes
Media sources, through such theories as framing and agenda setting, can influence the scope of a story as facts and specific information highlighted (Media influences). This can be directly correlated with how individuals can see certain groups of people, because the only media coverage someone receives can be very limited and may not reflect the whole story or situation; stories are often covered to reflect a particular perspective for targeting specific demographics.
Example
According to Stephen Balkaran, an Instructor of Political Science and African American Studies at Central Connecticut State University, the mass media has played a major role in the way white Americans look at African Americans. The media's focus on African-Americans in the context of crime, drug use, gang violence, and other forms of anti-social behavior has resulted in a distorted and disastrous public perception of African Americans. African-Americans have been subjected to oppression and discrimination over the last few hundred years. According to Stephen Balkaran in his article "Mass Media and Racism": "The media has played a key role in perpetuating the effects of this historical oppression and in contributing to African-American sustainability as a second class citizen." This has resulted in uncertainty among white Americans as to what the true nature of African-Americans really is. Regardless of the resulting racial differences, the fact that these people are undeniably Americans has "cast doubt on the whites' value system". This means there is a kind of "disturbing suspicion" among some Americans that their white America is polluted by black influences. Mass media and propaganda tend to strengthen or introduce stereotypes to the general public.
Ethics issues and criticism
Lack of local or specific topical focus is a general criticism of the mass media. A mass media outlet is often forced to cover national and international news because it has to be fulfilled and relevant to broad demographics. Thus, he must pass through many interesting local stories or important because they do not attract most of their audience. An example given by the WiseGeek website is that "the inhabitants of a community may view their struggle against development as critical, but the story will only attract the attention of the mass media if the fight becomes controversial or if precedents of some form have been established."
The term "mass" implies that the recipient of a media product is a wide, passive ocean of undifferentiated individuals. This is a picture attributed to some early criticisms of the "mass culture" and mass society that generally assume that the development of mass communication has a very negative impact on modern social life, creating a kind of homeless and homogeneous culture that entertains individuals without a challenge. they. However, interactive digital media has also been seen to challenge the read-only paradigm of previous broadcast media.
While some call the mass media "opiates of the masses", others argue that it is an important aspect of human society. By understanding the mass media, one can then analyze and find a deeper understanding of one's population and culture. This valuable and powerful capability is one of the reasons why the field of media review is so popular. As WiseGeek says, "watching, reading, and interacting with a nation's mass media can provide clues to how people think, especially if various sources of mass media are traced."
Since the 1950s, in countries that have reached a high level of industrialization, cinema, radio and TV mass media have a key role in political power.
Contemporary research shows an increased concentration of media ownership, with many highly concentrated media industries and dominated by a small number of companies.
Criticism
When mass media studies began, the media consisted only of mass media which constituted a very different media system from the social media empire of 21st century experience. With this in mind, there is criticism that the mass media no longer exists, or at least does not exist in the same form as it once was. The original form of the mass media puts a filter on what the general public will know about the "news" of something more difficult to do in the social media community.
Theorist Lance Bennett explains that excluding some major events in recent history, it is not uncommon for groups large enough to be labeled masses, to watch the same news through the same mass production media. Bennett's critique of the 21st century media argues that it is now more common for a group of people to receive different news, from completely different sources, and thus, the mass media has been recreated. As discussed above, the filter will be applied to the original mass media when the reporter decides what will or will not be printed.
Social media is a major contributor to the change from the mass media to the new paradigm because through social media what is mass communication and what is confusing interpersonal communication. Interpersonal/niche communication is the exchange of information and information in a particular genre. In this form of communication, smaller groups of people consume news/information/opinions. Instead, the mass media in its original form is not limited by the genre and is being consumed by the masses.
See also
Source
Source of the article : Wikipedia
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