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Mass Media and Its influence on society

What Are the Functions of Mass Media?

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By M. A Mughal.

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We have put our trust on the media as an authority to give us news, entertainment and education. However, the influence of mass media on our kids, teenagers and society is so big that we should know how it really works. The media makes billions of dollars with the advertising they sell and that we are exposed to, every single moment.

We buy what we are told to buy by the media. These are the effects of mass media especially in teenagers, they buy what they see on tv, what their favorite celebrity advertise and what is acceptable by society based on the fashion that the media has imposed on them.

There are some positive and negative influences in young people of our society due to these ad campaigns in the media. Here is a positive influence example, if there is a quiz show on education that is getting a lot of attention by the media and gains popularity among your friends and society, you will more likely want to actively participate and watch these quiz shows.

These activities are good for the society and will promote literary activities in the youth. However a negative influence in teenagers is the use of guns and ammunition by celebrity movie stars, the constant exposure of which would seduce the teen to replicate the same behavior in the real life. When we watch tv or a action movie we usually see many images of violence and people hurting others. The problem with this is that it can become traumatic especially in our children as they see it more and more.

Our kids that are starting to grow and are shaping their personality values and beliefs can become aggressive or they can lose a sense of distinction between reality and fiction. Another problem is that real war is used as a form of entertainment by the media, we should make our kids and teen aware that war is not a form of entertainment and that there is no win or lose like in video games, in real war everyone lose.

Teens, youngsters are in a stage of life where they want to be accepted by their peers, they want to be loved and be successful. The media creates the ideal image of beautiful men and women with all the ingredients of a successful person, you can see it in movies and tv.

For examples of social construction, we could look to fieldds of technologies in which some were advanced and others were held back by government regulation, economic structures or public opinion. One example would be that of broadcasting voice and music over radio. Until around , the Marconi radio telegraphy company resisted the shift to continuous wave transmission, as much for lack of vision as economic advantage.

Similarly, technical standards for television broadcasting were decided in board rooms in the s — long after the variety of options had been characterized in the laboratories. Erik Barnow, The Golden Web: Another perspective on social influence is that inventors themselves tend to infuse their own values into technology.

Sometimes the inventors values come into conflict with powerful industrial or social forces. Brian Winston for example describes the emergence of some media technologies as influenced by what he called the Law of the suppression of radical potential.

In Technologies of Seeing: Photography, Cinematography and Television and Media Technology and Society — Winston showed how technologies can be held back. No lone inventor, such as Samuel Morse, could today can reinvent the web or a market a new spreadsheet application. They are not just about making money or dominating a realm of business. The values of playfulness and creativity are far stronger, among computer nerds, than the desire to create well made products or serve corporate loyalties.

And in the process, the nerds created what Zittrain saw as an alternative economy. Or is it a socially constructed technology? Now all kinds of new uses are evolving from drone controls to fashion. When people reject technology in a pessimistic way, they are sometimes called Luddites. The term goes back to , when thousands of English textile workers lost their jobs following the introduction of steam powered machinery.

Others who broke frames deliberately might cover it up by claiming that they were as clumsy as Ludd. Although non-violent, 23 men were executed and 13 more at least were transported to Australia. This movement was very much on the mind of London Times owner John Walter II when he promised workers that they would keep their jobs even after steam printing presses were introduced in Pessimism need not involve outright rejection of technology.

Henry Adams, in his autobiography, said that civilization had left behind an old world concerned with religion and had entered a new one, concerned with science and technology but morally and philosophically adrift. His comparison of the two ages of civilization was between the Virgin and the Dynamo, an idea which has been often repeated in discussions about technology.

When people embrace technology in an extremely optimistic way, they are said to be technological utopians. A good deal of the rhetoric surrounding the development of the telegraph, the early years of radio, and the early years of the Internet was influenced by this sort of enthusiasm. Its possible for luddites and technological utopians to see technology as either deterministic or socially constructed. An example of an optimistic view combined with a social construction of technology might be Thomas Friedman, mentioned above, or also Langdon Winner, who advocated more awareness of the social and political possibilities for control of technology.

Sometimes predictions for technological directions that do not occur are called technological fallacies. It was a fallacy, for instance, that computers would lead to a police state. It was a partial fallacy, for instance, that Alexander Graham Bell and other inventors of the late 19th century thought that the telephone would be used more or less as for broadcasting, in the way that occurred with radio in the s, carrying news and music.

It was a complete fallacy for Guglielmo Marconi, inventor of the radio, to predict that radio waves could stimulate plants and act as a new kind of fertilizer. This was a fallacy of form but not function, since in fact, live video links via cell phones are now possible. Media are extensions of human perception, McLuhan observed.

But as communications theorists have pointed out over the decades, ascribing a great deal of power to a medium may be too deterministic. No matter how steeped in media, people also have social lives and non-media influences that help contextualize the media experience. One way to evaluate the social impact of a media technology revolution is to consider a four-part test for elements of the medium. The comparison can help clarify and anticipate some of the social changes that technology creates.

What is retrieved that had nearly been forgotten from an earlier time. Retrieval — returns the spoken word to the forefront. Reversal — Radio becomes a medium for teenagers and rock and roll music.

The Role and Influence of Mass Media

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The Role and Influence of Mass Media Mass media is communication—whether written, broadcast, or spoken—that reaches a large audience. This includes television, radio, advertising, movies, the Internet, newspapers, magazines, and so forth. The mass media are diversified media technologies that are intended to reach a large audience by mass communication. The technologies through which this communication takes place varies. Broadcast.