This website uses cookies to ensure you have the best experience. Learn more

Media Influence Essay

2995 words - 12 pages


The Mass Media is a unique feature of modern society; its development has accompanied an increase in the magnitude and complexity of societal actions and engagements, rapid social change, technological innovation, rising personal income and standard of life and the decline of some traditional forms of control and authority.

There is an association between the development of mass media and social change, although the degree and direction of this association is still debated upon even after years of study into media influence. Many of the consequences, either detrimental or beneficial, ...view middle of the document...

This is regarded as one of the first in the area of or notion that the mass media has an affect on the societal attitudes and beliefs of that time.

This was soon follow around about a decade later in 1941 by Katz, Berelson, and Lazarsfeld who also decided to research into the topic of media effects, a research which produced the now commonly known ‘Minimum Effects Model’. The main aspect of this research being to investigate any possible link or factor that may influence voting behaviour. As has been described in numerous literature it’s ‘discovery’ was that the mass media played little or no part in the process of the formation of any political opinion, attitude or preference.

They came to the conclusion that the biggest factor influencing people was not the media, but other people. By the 1960’s, there was a revival of Marxist attitudes, and so the work of Katz, Lazarsfeld, and Berelson was largely dismissed in favour of re-examining the model of research into media effects, due to the modifications the mass media had undergone in the post 1941 period, to consider another way in which to investigate the influence and the effects of the media.

Influence, society and individuals

As Jane Root wrote in the book “Open The Box”, which delves into the possibilities of media influence, “It has a role in defining what we think of as a natural…it helps to map out who we think we are”. To look at the medias effect and influence, there is an underlying need to define influence as we understand it in relation to society and it’s overall effect.

Media is a major piece within society that is often linked to the notion of social influence. Society understands the notion or concept of being influenced as an “external force” (the media) linking itself or connecting with a personal action or viewpoint of the recipient. (John Corner: 2000: 378)

The forces of influence that have been described as a major power in media effects are those that are circumstantial and directed, those which can be placed within a framework or model, for example “uses and gratifications”, those of a generic function but ultimately those which state perspectives, interpretations, and measurements which can lead to evidence and proof.

Uses & Gratifications Model

A systematic and widely used model in social sciences study of media influence over the effects on an audience concerning behaviour, attitudes and beliefs, is the theory of uses and gratifications.

This theory can be linked to the notion of social belonging and how an audience can be deceived into believing that this concept can be achieved. The tenet underlying this approach to studying audiences was that individuals actively consume and use the media in order to meet certain needs. In reality, with the power belonging in the focus of the media, it can be defined as a tool of subliminal persuasion. (O’Sullivan, Dutton, Raymer: 1998)

Blumler and Katz...

Other Essays Like Media Influence

The Influence of Pop Media on Latina and African American Girls' Self Esteem

3985 words - 16 pages Running Head: THE INFLUENCE OF POP MEDIA ON LATINA AND AFRICAN AMERICAN GIRLS’ SELF-ESTEEM THE INFLUENCE OF POP MEDIA ON LATINA AND AFRICAN AMERICAN GIRLS’ BODYIMAGE, PERCEPTIONS AND SELF-ESTEEM Lubianka Lopez Calstate Los Angeles I. Research Problem Adolescence is a critical period of growth and emotional turmoil. Adolescence is typically defined as the period beginning about 10-12 years of age and

Media Imperialisim Essay

669 words - 3 pages are often accused of having imperialist media, since just one company in each controls a large amount of the media in these two countries. The problem with just one company or owner controlling the media is that media output can be biased. The owner can decide on what information is shown, as well as what to censor. This can sometimes come down to an influence from the country's government, which may have the power to shut down the company

Media Psychology

1724 words - 7 pages majority of the public receives its information about community and world events from the news media.” The consumers receive and distribute most of their information through media sources. These sources may include the Internet, e-mail, radio, or cell phones and as an effect, has an influence on how that media's received. There is a need to understand the impact and influence of the media on the participants, and to understand what influences

mass media essaY

471 words - 2 pages with it. Media has the bad effect of inducing baseless ideas through advertisements. People are forced to buy harmful or substandard products. Sometimes, the Media develops unnecessary sensation and distortion of truth to attract attention. Because of its power to build public opinion, the influence of media can make or break the government.Conclusion: The media has the power of educating people, the good and the bad. Since it affect the eyes, the ears and the mind simultaneously nothing can overcome the influence of the media. The media in the advanced society should perform a noble mission of enlightening people and discourage sectarian, communal and divisive trends.

Ict Investment Trends in the Media Industry: Jsbmarketresearch

1301 words - 6 pages objectives and IT objectives which influence media companies IT investment strategy Figure 19: Factors influencing media companies decision to choose an ICT provider Figure 20: IT expenditure plans in 2015 compared to 2014, for specific technology areas among media companies Figure 21: Top three IT projects in 2015 for media companies Figure 22: Importance of the following primary objectives among various systems components within media

How Media Influences Politics

2227 words - 9 pages The portrayal of the mass media is seen to neutral and unbiased. Media is an agent of political socialization, which has created an impact on politics. Mass media has operated in a way that can affect politics in America. Today, significant factors contribute to the workers of mass media as their reports can face a high chance of influence to politician. Such influences include big corporations or the government, primarily to manipulate the mass

Digital Media

2233 words - 9 pages of television stations one individual company can own. The media, controlled by power corporations and government organizations, has positioned itself to influence people in all manner of ways, but no one group controls the system as a whole. 90% of all television media is controlled by only six broadcast corporations. Media can provide companionship, shape perception. They are fundamental to an informed and educated public

Media And Its Effects On Society

1775 words - 8 pages a flip of a TV channel, media somewhat plays a part in our life. Different media coverage can influence the audience interpretation as well as affect the information dissemination. Effective media coverage can lead to positive public viewpoint while poor media coverage can result in disinterest among people. Thus, media is a potential means in shaping our understanding on particular issue. It is capable of fanning certain topics for mass

Culture and Media Assignment

919 words - 4 pages recall the culture and the media having an influence on me, I don’t even recall the media at all. The media to me was my family and my friends. Going to school and putting on school plays and productions. Sports were the biggest culture and media that was affecting me during this time. Whenever Halloween came around if I wasn’t dressed as a professional dirt bike rider or as a professional baseball player then I wasn’t a “cool” kid. I did

Effects of Mass Media

587 words - 3 pages good thing. A lot of what you hear or read on the internet most likely will be something that isn’t always true. I also find that the media now days like to try and influence voters to care about certain things when it comes to voting. They also try and point out key points of information about a politician to shape what you think of them. The government is known to do this as well. Does the information media have social responsibility? If yes

Political Science

789 words - 4 pages good media, when dealing with politics it can be a detriment, not only to a politician but to the entire political system. Having freedom of press leaves unlimited opportunities to convey whatever news there may be in whatever way best suits that source. How the media influence has changed people’s mind about politics can be seen as good and bad. With an already considerably low number of citizens active in their knowledge of politics, the

Related Papers

Media Influence Essay

598 words - 3 pages learned with family, friends, and coworkers. Most of our decisions are based on the things we see and hear in the media. We rely on the media to get the current news and facts about what is important and what we should be aware of. We put our trust in the media as an authority to give us news, entertainment and education. However, the influence of mass media on children and teenagers and society is such a widespread and controversial issue that we

Media Does Not Influence Our Values

2403 words - 10 pages Essay Question: The Media does not Influence Our Values ‘Audiences influence, if not control, the media output through their choices over what media products to consume.’ (Media and Society: An introduction) The objective of this essay is to explore the connection between mass media and society and the values of society. If mass media does have an influence on our society, or if our beliefs are exploited from our own accord through

Does The Media Influence Violent Behavior?

858 words - 4 pages Does the Media Influence Violent Behavior? The media consist of television, movies, newspapers, radio, internet, and video games just to name a few. The media influence on violent behavior has been a debate for many years and not just violent behavior but all behaviors. There has been research after research to study violence and sexual actions from the media and the effects they have on people and especially children. On July 26, 2000

Mass Media Responsibility In Its Influence On Ideas

867 words - 4 pages Mass media has a huge responsibility to the public in the way it influences and shapes people’s ideas. The more the audience interacts with mass media the greater the influence it has on the viewer’s ideals. Living in a socially and technically evolving society means that like Mass Media, what we deem socially acceptable in terms of sexual roles/ identities or even body image has also changed (Silverstein, B. 1986). Mass media acts as an