Nobody downloaded yet

Effect of Advertising and Mass Communication to the Society - Research Paper Example

Comments (0) Cite this document
Summary
Effects of mass communication on the society Effects of Mass Communication on Society With the up rise of mass communication and the rapid growth of the mass media which initiated in the early nineteenth century, the people, media critics, intellectuals and scholars have raised the questions about the effects various media might have on the society and its individuals…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER92.3% of users find it useful
Effect of Advertising and Mass Communication to the Society
Read TextPreview

Extract of sample "Effect of Advertising and Mass Communication to the Society"

Download file to see previous pages This view, though still pandemic, was largely reproached by the research conducted in the 1940s and 1950s. These studies found that the voters with strongest political interests were the most likely to pay contemplation to the campaign and therefore were least likely to be affected by the campaign. Recently, research has aggrandized to move beyond looking only at the effects that media and contents of media have on individuals and society to observing on how living in a world with all-inescapable media change the nature of our interactions and culture. This essay will mainly focus on the effects of media on the interaction and culture of the society as a whole. (Ryan, J., & Wentworth, W. M. 1999) Mass Communication (media) is a strong force in the modern culture, particularly in the United States. Sociologists refer to this as a mediated culture where the media illustrates and creates the culture. Communities and individuals are assailed constantly with messages from a several sources including TV, billboards, and magazines etc. These messages endorse not only the products, but moods, attitudes and behaviors of the people of the society. Mass communication makes the possible visualization of celebrity: without the ability of films, magazines, and news to reach across thousands of miles, people could not become distinguished. As a matter of fact, only political figures and businessmen as well as some few notorious fugitives were famous in the past. (In Schramm, W., & In Roberts, D. F. 1971) The present level of media saturation has never existed before. As recently as the 1960s and 1970s, the television, for instance, consisted of mainly three networks, public broadcasting and a few local independent stations. These channels targeted their contents and programs primarily at the small, middle-class families. Even at that time, some middle-class families did not own a television. But today, one can find a television in the most poor of the homes and more than one TVs in the middle-class homes. Not only the availability has increased but the programming is increasingly assorted with shows aimed to satisfy the viewers of all ages, incomes, backgrounds and attitudes. The vast availability makes the television the cardinal focus of major mass-media discussions. And recently, the Internet has alleviated its role exponentially as more businessmen and ordinary working and non-working people “sign in.” While TV and Internet has dictated the mass communication (media), movies and magazines, specifically those lining the egress at grocery checkout points – also play an important role in culture as other forms of media do. (Ekstrom, R. R. 1992). The culturist theory, which was developed in the 1980s and 1990s, combines the previous two theories and illustrates that people interact with media to establish their own meanings out of the pictures and messages they receive. This theory observes the viewers as playing an active rather than a passive role in relation to mass communication. One research focuses on the audiences and how they interact with media while the other research focuses on those who create the media, especially the news. (Yssing, H. L., Handelshojskolen 2000) The researchers emphasize that the viewers choose what to watch among a wide range of channels and also how much to watch, and may choose the mute option or the VCR remote over the channel ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Effect of Advertising and Mass Communication to the Society Research Paper”, n.d.)
Retrieved from https://studentshare.org/journalism-communication/1430916-effect-of-advertising-mass-communication-to
(Effect of Advertising and Mass Communication to the Society Research Paper)
https://studentshare.org/journalism-communication/1430916-effect-of-advertising-mass-communication-to.
“Effect of Advertising and Mass Communication to the Society Research Paper”, n.d. https://studentshare.org/journalism-communication/1430916-effect-of-advertising-mass-communication-to.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF Effect of Advertising and Mass Communication to the Society

Mass Communication Theory

.... the news today not only dominates colour, character, ideals and institutions, it dominates and leads the society towards effectiveness, productivity and nation building. Works Cited Bonnie Anderson. News flash: journalism, infotainment, and the bottom-line business of broadcast news. San Francisco: Jossey-Bass, 2004 Stanley J. Baran, Dennis K. Davis. Mass Communication Theory: foundations, ferment, and future. Boston, MA: Wadsworth Cengage Learning, 2009 James W. Kershner. The elements of news writing. Boston: Pearson Allyn and Bacon, 2005. Bill Kovach, Tom Rosenstiel. The elements of journalism. London: Atlantic Books: Guardian, 2003.... Mass Communication Theory There have always...
6 Pages(1500 words)Essay

Mass communication

..., Communication & Mass Media Complete, EBSCOhost, viewed 22 November 2012. Griffin, E 2005, 'Living within the Media', Yearbook Of The National Society For The Study Of Education, 104, 1, pp. 1-4, ERIC, EBSCOhost, viewed 22 November 2012. Mallia, K, & Windels, K 2011, 'WILL CHANGING MEDIA CHANGE THE WORLD? AN EXPLORATORY INVESTIGATION OF THE IMPACT OF DIGITAL ADVERTISING ON OPPORTUNITIES FOR CREATIVE WOMEN', Journal Of Interactive Advertising, 11, 2, pp. 30-44, Business Source Premier, EBSCOhost, viewed 22 November 2012. Salomon, G 1997, 'Of Mind and Media', Phi Delta Kappan, 78, 5, pp. 375-80, ERIC, EBSCOhost, viewed 22 November 2012.... in which the media and culture interact with society. For such a purpose, it is...
6 Pages(1500 words)Essay

Philosophy of Mass Communication

...?Philosophy of Mass Communication Mass Communication is believed to be a task of delivering information, ideas and attitudes to a sizable and diversified audience via use of media developed for that purpose which seems much difficult than to communicate through face to face. The revenue of mass communication comes from the following sources Advertising revenue Circulation revenue, The audience generated revenues, Private support Government subsidies However people living in advanced nations are also interested to make charitable contributions to organizations such as Save the Children, UNCF and Autism...
8 Pages(2000 words)Essay

Mass Communication

...Mass Communication & Media Coverage In crude language, Mass Communication can be defined as the transfer of message or contact (communication) to a huge population (masses). An example of mass communication is when the head of a state wishes to send a message to the general public and he uses television and radio as a channel to do this. In general, mass communication is a field of academic study of the different modes through which individuals, group of individuals or a body communicates data (or its refined forms such as information or knowledge) to...
4 Pages(1000 words)Essay

Evolution of Mass Communication

... Mass communication represents an important milestone in the history of mankind. While it is a relatively new phenomenon, mass communicationis certainly one of those that made the most impact. Mass media refers to media that is explicitly meant to reach a very large audience, like an entire population of a country. The seed of mass media was planted as early as the 1400s when German inventor Johnannes Gutenberg introduced the first mechanical printing. There is a debate over the degree of influence mass media have on its intended audience, with some saying that it is has a "powerful influence," while others claim it has a "limited influence." However, the truth over the persuasive effects of mass media is incontrovertible... with a...
2 Pages(500 words)Essay

Mass Society

...after 1452. 'e' 21. English is the language of internet..true 22. The World wide Webtrue 23. The Minitel system.true 24. Tim Berners Lee associated with www..True 25. Internet will have little impact on booksFalse Part II. 26. Trend one: The idea of a network for communication between different points was first used in the telegraph and later for the internet. 27. Trend two : The idea of printing a text and storing in the book form for the purpose of communication is used in the development of the world wide web. 28. Trend three : The trend of using the Radio as a political platform to reach the mass society, was further strengthened by the visual-rich television...
3 Pages(750 words)Essay

Introduction to mass communication

..., their functions are defined by rules and regulations that are often gazetted (e.g. government press secretary) or made known through notifications (e.g. private firms’ public relations officers). Such gatekeepers have also other corresponding responsibilities towards the very community that they are intended to oversee in releasing information. 2. Audience segmentation In mass communication the word audience segmentation refers to such activities as dividing and organizing the audience to a manageable small segments or groups. This is carried out with the sole intention of developing appropriate target groups for effective communication. In...
6 Pages(1500 words)Essay

Introduction to mass communication

...Introduction to Mass Communication The world of Internet has brought in a number of laurels for the people since its benefits have been made apparentby the bounties that come along with it. One can be sure that the world of Internet is here to stay because there are immense advantages that can be derived from this tool without a doubt. The manner in which Internet has come about as a potent force leaves nearly everyone stunned, who has a fair enough idea of this significant milestone within the world of computing and connectivity. The Internet developed from the aegis of the US Army domains where it was used as an internal entity. However with the passage of time, it exponentially increased to such...
6 Pages(1500 words)Essay

Advertising in mass media

...12 March Advertising in Mass Media Introduction At face value, one might presume that advertising’s main agenda is to promote the sale of goods and services. Indeed, merchandise selling is a primary goal that individual marketers seek. However, a holistic view of the advertising industry illustrates how advertisements propagate consumer ideology. In mass media, this phenomenon ensures that the culture of consumerism is deeply entrenched in the masses. Advertising solidifies capitalism by redefining values that were needed to feed the mass-production machine. The role of...
11 Pages(2750 words)Essay

The Effect of Mass Media in Society

...of the majority implies the power of quantity, therefore a control over the mass consciousness nowadays is so desirable. Mass media, culture, society… A new order of society has begun its formation since the end of the World War I when the role of the mass became crucial – “mass society” (Shils 43). With the new society new needs and concerns had come. To satisfy those needs and concerns mass culture was born, and to communicate them in a mass way, a mass media was developed. The study of those effects which...
7 Pages(1750 words)Research Paper
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Research Paper on topic Effect of Advertising and Mass Communication to the Society for FREE!

Contact Us