Monday, 6 February 2012
Effects of mass media on society
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Effects of mass media on society
Effects of Mass Media can be defined
as any change induced directly or indirectly through newspapers, films, radio
and television. In the 19th century, the communication experts were of the view
that access by the mass of population to the printed word might turn docility
into uprising. The new man medium of cinema was similarly accused of wide range
of effects while T.V. in the eyes of some is responsible for many of the ills
of our time as though such media could be somehow divorced from social,
political and cultural environments which produce them.
The timing of communication process,
writes C.Seymour-Ure in the Political Impact of Mass Media (UK contable, 1974),
is probably one of the most important determinants of mass media effects. If
the timing is right, the media can often be the arbiter of crisis, by being in
the most prominent position to define it. Because, of the agenda setting
technique, the media may influence public opinion by determining the priority
and importance and less importance of an issue by its own criteria.
According to James Watson and Anne
Hill hypotheses about effects : "A few generalized hypothesis about
affects can be tentatively posited : the media are probably more likely to
modify and reinforce attitudes than change them; Media impact will be greater
among the uncommitted than the committed; impact will be greater if all the
media are saying more or less the same thing at the same time (Consistency) ;
equally if the media are concentrating on a small rather than diverse number of
stories (Intensity) and if they are repeating messages, images, viewpoints over
and over again (Frequency)."
This post was written by: Fakhar Naveed
Fakhar Naveed is a professional blogger, web designer and front end web developer. Follow him on Twitter
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5 Responses to “Effects of mass media on society”
26 March 2012 at 14:40
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25 February 2013 at 21:46
Media is really effective at our life, and we always get awareness from it.
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