This vast revelation has educated the youth, thus making them more aware and resourceful about the world today. Media is actively transmitted on a day-to-day basis via millions of people and their access to resources.
An example is in the fashion world: Women today face extensive criticism about their appearances due to the superficial ideology created by the media. This has brought plenty of criticism from feminist individuals, groups and organisations around the world whom state that women have died from starvation simply for a short-lived career in the modeling world.
Stereotypes have been created on different ethnicities and cultures. As individuals growing to a more open-minded mentality, we see distinct relations between the two. When we see a particular ethnicity portrayed in a certain way, judgments tend to be established and therefore we then relate them to an entire culture of people.
Eventually many individuals tend to conform to those stereotypes, thus following the self-fulfilling prophecy. The hypodermic syringe theory states that the media feeds society what they want and society accepts it without any questioning; it is a medium of the message that can cause changes within a time span of a few minutes. The results can be drastic and cause massive changes in society, as adolescents may apply these standards and values in their adult lives.
Mass media is a fast growing field; the commercial world has experienced immense amounts of developments in this sector due to rapidly increasing demand.
The media can also be subjected to creating illusions and perceptions about particular situations or events to convince a specific audience or group of people Atwood, L. But when an individual experiences it for themselves they will see how different it is compared to how the media portrays it. For example, when someone is exposed to how television broadcasting takes place in reality, they realize that the media may exaggerate the event in order to create emphasis on a particular situation.
Furthermore, the media creating the illusions may be one of the most important responsibilities of modern education. As media may not portray the data in the way it was, inequalities about validity are created. Theorists have various, different and conflicting ideas on the effects that mass media has on contemporary society. Functionalist believes that each part of society has a function that they are to perform in order for society to function to its full potential, and there are particular functions society has to reach in order to maximum capacity Giddens, A.
Functionalists believe that society conforms to a lot that they see in the media by enforcing laws and regulations, which keep order and control in society. Functionalists believe that Conformity is what reinforces the norms and values of society. Therefore, this is what teaches the new generation how to adapt to society.
The media enforces and teaches society the rules and regulations, not to mention provides social circumstances of individuals disobeying the laws and regulations. This enforces rules and conformity within society. The most predominate role the media provides according to a functionalist is entertainment.
Besides all the social control and socialization factors, in the end the media is our predominate form of entertainment. This is a source of relaxation and a momentary escape from the hectic world that we live in. Conflict theory is obvious in this understanding as the media does perpetuate the ideology of the powerful and pacifies people. Researchers such as David Buckingham Moving images, and David Gauntlett Moving experiences, have evidenced through their research how even young children have a sophisticated level of media literacy and understand more about how the media works than adults give them accountability for.
This further reinforces the belief that conflict theorist Karl Marx has in that there are two dominates classes in society. This class had no power at all and worked hard labor jobs which consisted of manual labor. Conflict theorist states that functionalist has not paid attention to the social inequality that the mass media portrays, that the mass media benefits some more than others.
Various formats of programmes like talk show, street show, documentary, live reporting, video articles, editorials on different local and global issues are broadcast and published.
Media keeps us dated about what is happening around the world. Media focus on various social evils, political or economic crisis and guide people through them. Today right to information is recognized as one of of the fundamental rights of people and media ensure this right. Influence of mass media: Media affect the influence almost all aspects of our life.
Thus media can direct people to both constructive and destructive purposes. If the power of media is used positively it can do good to society and a country. But if the power in mishandled or misused for any vested-interest by any quarter or by nay propaganda party then it can causes great harm, anarchy and confusion in society and in state.
Since ours is multi religious, multi communal, linguistic and cultural society, any provocative writing can lead to distrust and disaffection among the people. In view of the very sensitive composition of Indian social and communal set-up, it was enjoined upon the press that provocative and sensational headlines be avoided. The headlines must reflect and justify the matter printed under them news report should be devoid of comments and value judgments; and the language used in the writing the news should be temperate as such as may foster feelings of amity among communities and groups.
Old values are under tremendous scrutiny and stress, and time tested relations between individuals and institutions have come under close observation. Consumerism and ostentatious life styles have affected our physico-mental set-up.
No pursuit and profession is free from compulsive control of commercialization of attitude and approach. Even the media has not remained unaffected by this virus of money power over moral power. Every time the social ethos and its harmonious canvas come un threat due to excessive zeal or greed, the effectiveness of the media making people aware of their rights and duties is reduced.
If an obsessive craze for pelf and power is deplorable, commercialization of media lea to negation of its social objectives and obligations is equally fraught dangerous dimensions. In some cases, professionalism in journalism to sensationalism that results in improvement in packaging of news features, leading to superficial presentation. This change from social se to commercialization has led to deterioration in public life. If at one end of the socio-political spectrum, the print media at the bridge between the people and the government, at the other should conduct itself as the watch-dog, without being judgmental in reporting.
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Reading or just going through the headlines of the one's favorite newspaper is not only a habit but also second nature with most persons.
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