Not so the mass media. When talking about the role of the mass media, it has to be borne in mind that the mass media do not operate in isolation. They operate in societies and for societies; and all societies have their own cultures or, increasingly in modern times, are multicultural, with a variety of cultures, ethnicities and trends. So the mass media that are evolving and their functioning are much more complex today than ever before.
The mass media are capable of facilitating short-term, intermediate-term, and long-term effects on audiences. Short- term objectives include exposing audiences to ideas and concepts; creating awareness and knowledge; altering outdated or incorrect knowledge; and enhancing audience recall of certain advertisements or announcements, promotions, or programmes. Intermediate-term objectives include all of the above, as well as changes in attitudes, behaviours, and perceptions of social norms.
Finally, long-term objectives incorporate all of the aforementioned tasks, in addition to focused restructuring of perceived social norms, and maintenance of behaviour change. Evidence of achieving these three tiers of objectives is useful in evaluating the effectiveness of mass media. Today the list of mass media also embraces pagers, satellites, electronic mail, internet, cell phones, and computers. These new additions, unlike the other tools of mass media that work as transmission technologies transmitting information from one source to many receivers, are basically interactive; working more on the person to person formula.
Although cinema, radio, television, and press take centre stage in mass media; the role of books, magazines, posters, billboards, pamphlets cannot be discounted. The reach of these tools extends to enormous varied masses of the populace living across the spread of the country.
Television, radio, cinema, press are all very expensive media and are either run by private financial institutions, or the Government. These tools of media call for large groups of people to keep these large services running. There is much to be done: They are centered on the idea of mass production and mass distribution.
Newspapers, television, radio all cater to mass audience and as such must accommodate the taste of the masses which might not be very refined or sophisticated. This results in mass media often showcasing and promulgating popular culture. With the television and radio having reached to the interiors, mass media in India today enjoys extensive coverage.
Money as a source of power has a great impact on mass media. When a certain TV company is profit-oriented and is paid money to attract as much people as possible, it will do its best to attract the audience by fair means of foul. The owners and top mangers of mass media companies may be then referred as an authoritative body, which is equal to higher political or economic bodies.
It is also considered that press lords, such as Rupert Merdock in Great Britain or Conrad Black in Canada have a full control over the content of the news, and show in their press mainly the conservative views.
Mass media is influenced by commercial activities of some of the corporations and businesses. Commercially-oriented mass media is to attract as large audience as possible to gain profits for advertising account. Thus, the information given in the news should be interesting for the audience. The presence of such commercial restrictions evidences that the market can bring in rather effective censorship into mass media.
As a result, commercial mass media is characterized by certain obstacles faced while reflecting some radical or progressive opinions. However, other researchers believe that mass media reflects not all variety of views, but only the views of the representatives of institutional authority: This concept assumes that the authorities determine general set of matters, which should be discussed by the media, outlines the main principles of perceiving the reality and determines the rate of possible digressions in views.
Another important view on what might influence mass media is the influence of ideology on the reflection of reality. As many researchers believe, ideology determines all standards of the production of news: The Internet is now used in all spheres of life; however, its usage in mass communication is probably most extensive. By means of the Internet people are able to receive and distribute information, which of course has a dramatic effect on mass media as well as society in a whole.
Thus, it is necessary to emphasize, that the advent of the Internet into Canadian mass communication has changed the roles and functions performed by all mass media organization and the public.
As it has been mentioned above, mass media influences vast mass people, while it is influenced by a certain group of people who own some sort of power. What is the purpose of doing that? Having spoken about modern mass media, and the factors which influence the process of reflecting the reality it is necessary to make a conclusion. From my point of view, the main function of mass media should be just the reflection of reality, without any interpretations, adaptations and other means of misleading the people.
Present age is called the age of resrebal.tk mass media are the powerful and the most effective instruments of spreading or sharing information.
Essay on Mass Media Article shared by All the different tools that are used to assist the distribution and circulation of information and entertainment to the public come under the umbrella of mass media.
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