How Mass Communication Media Impact to Culture and Society - Term Paper Example

MASS MEDIA Introduction Mass communication media or simply known as mass media as “not just any other business” (McQuail 2005:218) is a universal view that this essay will explore. Three key reasons will be presented which I believed are significant to support this view but first there a brief discussion on mass media and business in general will be presented to lay down the foundation of this essay. Mass media is a tool or medium to transmit “information communicated to larger groups of people” (Akin 2005:1). Radio, television, newspapers and books are the forms of mass media that are used to relay information to a broad range of people. However, with the advent of technology other advance forms of mass media communication came to light through the internet. The creation of the internet which have become widely available in recent years have splurge the creation of websites to disseminate information making it one form of mass media reaching millions of people. With the internet, online news and electronic books are readily available even for those who are constantly on travel who have no access to watch the news through televisions or who have no time to carry additional weight of a book. It is significant to note that these forms of mass communications are backed up or operated by groups of people or corporations that facilitate the provisioning of mass media services to the people. Also, they operate these mediums with the hope of making it sustainable, thus looking into the profitability of their operations. It is in this aspect that the business function of the mass media is shown. Mass Media Is Not Like Any Other Business As McQuail asserted, mass media is not like the normal business operation. Yes, its operators deliver their services while creating money from it but still the overall impact of the services provided by mass media is not like anything created by a normal business transaction. Why is this so? What actually is the impact created by mass media to the people? This essay will outline three key reasons why mass media is not like any other business. Reason #1: Mass media impact to culture and society in general Normal business transactions usually benefit the buyer and seller through the exchange of service or product facilitated by monetary transaction. Mass media operation reaps the monetary transaction normally seen in a business transaction. However, the delivery of services of mass media through the delivery of information from books, television, radio, newspaper and internet usually impact to the culture of people that sometimes reshape or change it. The influence of mass media to the actions of people sometimes led them to adapt to a different culture that mass media has been relaying in the news and in publications. Some things that are taboo in a society can later on become acceptable through the constant education or information provided by media that makes it a common occurrence in life. An example of that could be the case of how we view the role of women across the years. Traditionally, women are viewed as second class citizen to men but with the help of mass media women’s role in society were broadened from that of being mothers, wives and housekeepers. Mass media now further contributes to the advancement of women’s role in society by regularly featuring women’s achievements as well as supporting the drive for women empowerment. Women’s intellectual works begun to be noticed through publications of books of their works during the 1790s wherein some of their works has been in circulation for almost a century (Out of many) as they are being constantly in demand from women who wants to read their works and get inspiration from it to be more than what they are at that time. Publications of these works through mass media actually helped bring out the capability of women in the intellectual level slowly changing how they are being perceived in society. A research showed that in the United Kingdom “we spend 18 to 35 hours per week” (Pope 2002) on activities related to mass media such as television. This amount of time spent on media related activities affects our cultural experiences changing how we view what is happening around us and the cultural issues surrounding us with the influence from information provided by mass media. Even how children nowadays entertain themselves are affected by the games introduced by mass media as well as appreciating television shows from other countries available through television and internet. For example, the many young and older generations who appreciate Japanese anime television shows are growing through the help of internet and television. Likewise, the appreciation of other citizens from other countries of American television shows and films are helped by mass media. This way, the culture of liberalism of Americans is adapted by other countries’ citizens by just watching their television shows. These happenings make the world connected and become one with the wider reach of mass media. One does not need to go out of his home anymore to see the beauty of other countries and its people; to see what is happening in other continents. One just has to look for mass media that can give this information. Mass media is surely not just any kind of business because it changes the cultural experience of people. Reason #2: Mass media impact on politics and governance Mass media also has an impact in the area of politics and governance. The world is always updated on what is going on in politics even if people do not go out of their homes as long as they have their televisions or internet turned on. J.M. Balkin (1998:1) argued that “without mass media, openness and accountability are impossible in democracies”. This is really true since media always look into what is going on in politics especially how our leaders act and do their jobs. That is why people are always updated on what is going on in their governments and their leaders. They use this information in deciding how and who to elect as their leaders. As a result, government leaders act better and become more accountable in doing their jobs. Also, they do not monopolize the power in government since mass media will not allow that to happen. Balkin (1998) further argued the three ways on how mass media encourage transparency in the political system. Understanding government operations, participating in political decisions, and making government accountable for its actions are the three ways that mass media can encourage transparency in politics. By the constant lookout of the media, governments have no choice but to act in line with what it requires. In government with monarchy or communist rule where media especially newspapers and television are controlled; books containing political dissenting views are commonly resorted by citizens who demands transparency and accountability from their rulers (Madden). This dissenting way of fighting leaders alarm rulers resulting to them finding ways to stop publications of these books. Reason #3: Mass media impact on personal growth of an individual Finally, mass media holds an important role in developing the personal growth of private individuals whose lives are influenced by the various information mass media offered in different aspects of their lives such as family, relationships, health, and wealth. There are different kinds of information that the mass media provides to help individuals in these aspects of their lives. Every news papers, television programs, radio programs and internet sites provide information or talks about how to improve your wealth, health, family, and relationships. It also provides guide on any subjects that an individual would want to know. The mass media is said to have “interacted and mixed with pre-existing cultures, forms and values” (Pope 2002:4) to help the growth of individuals. In India, for example, mass media is key to creating changes in the lives of many individuals particularly for those living in poor communities by addressing their needs for education, health care system and agricultural production needs (Zimmerbucher 2007). This is an example, of how media communications can be used to help improve the lives of individuals by using it as a means to communicate to the government what their needs are and follow up if their needs are being provided as what media shown. In American society, mass media is said to have a long lasting effect in its citizens. It is said to have a role in the area of socialization (Schlesinger, C., 1996) of its individual citizens. It helps condition its citizens on how to act as what the mass media portrayed that they should do. To a certain extent, the influence of mass media on the actions of individual citizens, not only in the United States, is viewed as not favourable in the long run especially in the way children grows up with violent television programs and internet games. This is just the not so good effect of mass media. That is why it is not just another business because it has a long term effect in the development of a person. In the area of sports, mass media helped a lot in giving women exposure to excel in sports than focusing on their traditional roles of cheerleaders during sports events (Zimmerbucher 2007). This kind of exposure encourages women and other sector of society to improve on their skills. There are other news reports that shows people with disabilities excelling in sports which is also a way to give inspiration to other people to excel also in the things that they want to do. Mass media’s positive role to an individual is showing him information that gives him inspiration to improve on himself and not give up. In the area of health and wellness, mass media has provided much information to help people take care of their health and improve their way of living. Every television programs and even advertisement promotes health awareness that it is difficult not to get the message they want to give to its viewers. Mass media has been effective in increasing awareness of various illnesses, its preventions and treatments. It has educated people on the importance of eating vegetables, fruits and other healthy foods to avoid some illnesses. Also, many campaigns have been launched using mass media to create widespread awareness on helping people with illnesses and reaching out to those who are able to help financially. Further, mass media is a tool to encourage increase use of health services (Grilli, R., Ramsay C., Minozzi, S.1998) with many health related campaigns being done in the past years. Summary and Conclusion Mass media is not just another business because it affects the culture, politics and lives of individuals. It helps connect one culture to the other through appreciation of cultures of another nation shown by television, newspapers, internet or books to other nations. To watch other country’s television programs and news about their government and politics allow citizens of other countries to be informed and adapt to foreign culture without going outside of their homes. History showed that mass media played an important role in changing the views of people, for example, on the role of women in society and people’s lifestyles. One of mass media’s greatest impact is on politics and governance where it encourages accountability and transparency in political transactions which gives awareness to citizens on the different ways of politics and influencing their decisions on who to vote for during elections or how they will form their political opinions from the different information provided by mass media. Lastly, in doing all these, mass media helps shape the personalities of individuals through the various experiences and information it provides. One clear evidence is how media influence children nowadays particularly in relating with others. In conclusion, mass media is truly not just any business. It is service that shape society and its people. It is a tool that people and nations need to be able to know what exactly is happening in the world and how world events came about. It is not just another business because the profit it earns is not only for the corporations and people managing and working for mass media. Its impact extends to non monetary profit to its readers and viewers by shaping how they think, how they act and how they live their lives. It can free people from their ignorance or do the opposite. It can lead people to be charitable to other countries. To put it simply, it makes the world a small place to live where everyone can reach out to everyone. References McQuail, Dennis. 2005. Mass Communication Theory. 5th. Edition. London: Sage, 2000. Akin, Jennifer. 2005. Mass Media. University of Colorado. http://www.beyondintractability.org/essay/mass_communication/ Literature Notes. What do we mean by Mass Media and Modern Culture. Edited by Val Pope. http://www.litnotes.co.uk/mass_media.htm Balkin, Jack. 1998. How Mass Media Simulate Political Transparency. Yale University. http://www.yale.edu/lawweb/jbalkin/articles/media01.htm Madden, Russel. Media, Effects, and Politics. http://home.earthlink.net/~rdmadden/webdocs/Media_Effects_and_Politics.html Zimmerbucher, Adolf. Influences of Mass Media in Sport.  http://www.goarticles.com/cgi-bin/showa.cgi?C=1068237 Schlesinger, Charles. Understanding Mass Media. Paper presented during final exam, December 11, 1996. Grilli R, Ramsay C, Minozzi S. 1998. Mass media interventions: effects on health services utilisation. Cochrane Database System. http://www.cochrane.org/reviews/en/ab000389.html Read More