Last Updated 20 Apr 2022

The Role of Media in Society

Category Film, Media, News, Newspaper
Words 986 (3 pages)
Views 493
Table of contents

Nowadays it is customary to call the information era, because today information is one of the most important values. And its creation and distribution are the work of the media.

role of mass media

As we have already noted, the role of media in society is invaluable. Today we can receive information about what is happening both on a neighboring street and in another part of the world. And not only learn, but also get an assessment and commentary from eyewitnesses and experts. The role of the media cannot be overestimated, because today it is already difficult to imagine any sphere of life without informational relations. It should be noted that the media play a role in shaping public opinion. Television, like other media, has an impact on people's minds.

Order custom essay The Role of Media in Society with free plagiarism report

GET ORIGINAL PAPER

Its effectiveness is directly related to the audience’s need for information, to increase social, spiritual and political demands. But the media by their nature are prone to manipulative actions, so obtaining information inextricably entails the creation of certain norms of behavior and the imposition of ideals. This allowed the media to wage so-called information wars.

Information warfare is understood to mean a set of actions aimed at achieving superiority by means of damage to information. Simply put, the information war contains the manipulation of information, propaganda, the collection of information, etc. Its main purpose is to change the behavior and worldview of the audience. Moreover, the impact is on both its audience and the audience of the enemy. After all, the same event can be shown in completely different ways.

Meaning of Mass Media

What is Mass Media

  • Outside the realm of interpersonal communication exists another form of communication, which involves communication with mass audiences and hence the name mass communication; and the channels through which this kind of communication takes place are referred to as mass media

  • Mass communication is the term used to describe the academic study of various means by which individuals and entities relay information to large segments of the population all at once through mass media.

Mass communication can also be defined as ’a process whereby mass-produced messages are transmitted to large, anonymous and heterogeneous masses of receivers’. By ’mass-produced’ we mean putting the content or message of mass communication in a form suitable to be distributed to large masses of people.

Heterogeneous - means that the individual members of the mass are from a wide variety of classes of the society. This means the individuals in the mass do not know each other. The source or sender of the message in mass communication does not know the individual members of the mass. Also, the receivers in mass communication are physically separated from each other and share no physical proximity.

What Is the Role of Media in Our Society

Three main sociological perspectives on the role of media exist:

  • the limited-effects theory,
  • the class-dominant theory,
  • and culturalist theory.

What Are the 3 Roles of Media

The media typically plays three roles. In no particular order, the media plays the role of a gatekeeper, scorekeeper, and a watchdog. The media as a gatekeeper simply means that the elites who control a particular news entity decide what gets on the air or in a newspaper.

Elements of Mass Communication

it is observed that the term mass communication must have at least five aspects:

  • Large audience
  • Fairly undifferentiated audience composition
  • Some form of message reproduction
  • Rapid distribution and delivery
  • Low cost to the consumers

Characteristics

  • Directs messages toward the relatively large, heterogeneous and anonymous audience.
  • Messages are transmitted publicly no privacy.
  • Short duration message for immediate consumption
  • Feedback is indirect, non-existent or delayed
  • Cost per exposure per individual is minimum
  • Source belongs to organization or institutions
  • Mostly one way

Types of Mass Media

Mass media can be classified according to their physical form, the technology involved and the nature of the communication process.

The general classification on this basis is as follows:

  • Traditional Media - the traditional arts and folk arts combine several art forms like dance, music, songs, and theater to attract audiences. The performances are spontaneous and most often made on the spot.
  • Print Media - Print media served as the major means of communication reaching a wide audience.

Major forms of print media are:

  1. Newspapers
  2. Magazines and periodicals
  3. Books
  • Electronic Media - The history of electronic media starts with the invention of cinematography by Lumiere Brothers who conducted the premiere show of cinema in 1895. Later the radio was invented by Guglielmo Marconi. The first radio station was set up in Pittsburg, New York, and Chicago in the 1920s.

In short, the term electronic media include Film, Radio, and Television.

Role of Mass Media in Society

Mass media is communication - whether written, broadcast, or spoken - that reaches a large audience. This includes television, radio, advertising, movies, the Internet, newspapers, magazines, and so forth.

Mass media is a significant force in modern culture. Sociologists refer to this as a mediated culture where media reflects and creates the culture. Communities and individuals are bombarded constantly with messages from a multitude of sources including TV, billboards, and magazines, to name a few. These messages promote not only products, but moods, attitudes, and a sense of what is and is not important.

Manipulation Methods in the Information War

  • Language tricks. Using lexical or phonetic techniques, you can create a certain coloring of information. For example, comparing opponents with animals or plants.

  • Abuse of statistics. Statistics often becomes a powerful weapon, especially referring to the majority opinion. This technique is especially effective during opposition when an unprepared opponent cannot operate with other numbers.

  • Change of the agenda, putting on the plan of profitable events.

  • Link to anonymous sources. It is no secret that during the information war, fake facts are often used.

  • Appeal to authorities. Often given the opinion of experts whom the audience is inclined to believe.

  • Alternative scenario. When the advantages are over, the disadvantages of the enemy need to be made even brighter! What will happen if everything is according to the plan of the opposing side? Description of all the horror in the colors provided.

The Role of Media in Society essay

Related Questions

on The Role of Media in Society

What positive role does the media play in the Society?

Rather, the media plays a constructive role in today’s society – from increasing public awareness to collecting views, information, and also the attitude of the people towards certain issue. What Is Media? It is one of the most powerful tools of communication in developing countries, as well as in developed countries.

What is the responsibility of the media towards the Society?

The very first responsibility of media is to reduce the gap between the government and its citizens. In a democracy the government is run by representatives of public, who are elected by the public, for the public and from the public.

How does the media play a role in society?

there are generally as many positive stories in the media about ageing as negative (21% agree, 42% disagree)the media portrays older people in diverse ways (19% agree, 35% disagree)there are enough older role models portrayed in the media (16% agree, 45% disagree).

What is media doing to society?

“Human life is a shared experience of shared dreams, shared hopes, and all of these are usually captured in stories,” he said. However, while those dreams and hopes may be shared, the stories are different due to perspectives, which is a needed element in the media industry.

This essay was written by a fellow student. You can use it as an example when writing your own essay or use it as a source, but you need cite it.

Get professional help and free up your time for more important courses

Starting from 3 hours delivery 450+ experts on 30 subjects
get essay help 124  experts online

Did you know that we have over 70,000 essays on 3,000 topics in our database?

Cite this page

Explore how the human body functions as one unit in harmony in order to life

The Role of Media in Society. (2018, Mar 10). Retrieved from https://phdessay.com/role-of-media-in-society/

We use cookies to give you the best experience possible. By continuing we’ll assume you’re on board with our cookie policy

Save time and let our verified experts help you.

Hire writer