Mass media with its significant force has created a whole new culture. Due to its ability to encroach easily into people's life using all different tools and means of media whether its broadcast, spoken or written; it has made it so much easier to communicate with people from the other end of the earth and exchange cultures until a whole new mixed culture was made up making the whole world like a one small global village.
many theories have discussed the role of media and its influence upon people and societies. one of the old theories that came up before the wide dominance and availability of media was the Limited-effect theory which discussed how negligible the influence of media is since people generally choose the things they got exposed to like picking the channel you want to watch or the newspaper you want to read because it goes with your beliefs and convictions.
On the other side the theory that opposes this theory is the Class-dominant theory which thinks that whatever the media represents reflects the view of owners of those big advertising companies or whoever is holding and controlling the corporations that produce media who are considered to be a minority who sow through out those mass media mediums their own perspectives, manipulating what people are exposed to and avoid spreading any unethical behavior on their side that could cause them any damage or hold them responsible for their actions.
holding those minority the responsibility of media we can see ho misused it is into not only selling products but selling concepts as well. ads now promote attitudes, values, moods, priorities and a sense of what's important and what's not. Mass media has turned people into goods consumer where they buy things that they dont need just to fit into this whole consuming society.
As big as the influence of media is, it's not being used properly to have a positive impact. not denying the media any positive influence on people, however the damage it is making and the lethal concepts it's injecting into the society is much bigger, it's changing people's lives and shaping societies according to what goes with the minority's interest and benefits.
many theories have discussed the role of media and its influence upon people and societies. one of the old theories that came up before the wide dominance and availability of media was the Limited-effect theory which discussed how negligible the influence of media is since people generally choose the things they got exposed to like picking the channel you want to watch or the newspaper you want to read because it goes with your beliefs and convictions.
On the other side the theory that opposes this theory is the Class-dominant theory which thinks that whatever the media represents reflects the view of owners of those big advertising companies or whoever is holding and controlling the corporations that produce media who are considered to be a minority who sow through out those mass media mediums their own perspectives, manipulating what people are exposed to and avoid spreading any unethical behavior on their side that could cause them any damage or hold them responsible for their actions.
holding those minority the responsibility of media we can see ho misused it is into not only selling products but selling concepts as well. ads now promote attitudes, values, moods, priorities and a sense of what's important and what's not. Mass media has turned people into goods consumer where they buy things that they dont need just to fit into this whole consuming society.
As big as the influence of media is, it's not being used properly to have a positive impact. not denying the media any positive influence on people, however the damage it is making and the lethal concepts it's injecting into the society is much bigger, it's changing people's lives and shaping societies according to what goes with the minority's interest and benefits.
