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Mass Media and their Role in Modern Times!
Mass media are tools for the transfer of information, concepts, and ideas to the audience—the readers, listeners or the viewers. They are important tools in disseminating information; they make possible communication exchange and spread of knowledge which are vital as far as societies and cultures are concerned.
Societal goals are nurtured and made a reality through mass media in the modern context. For instance, communicating about health is easy and can be done on a broad basis thanks to mass media like newspapers, radio and television.
Sophisticated societies are dependent on mass media to deliver information. This is because, as G. By disseminating information of varied kinds in society, mass media create awareness, generate debate and spread knowledge. All these are vital in the context of evolution of cultures and their preservation over time.
In earliest times, when the mass media did not exist as they do now, there were various mediums, especially of oral communication that served the same kind of purpose. But those mediums were restricted in approach and narrow in scope. 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Short- term objectives include exposing audiences to ideas and concepts; creating awareness and knowledge; altering outdated or incorrect knowledge; and enhancing audience recall of certain advertisements or announcements, promotions, or programmes.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. Therefore, mass media perform certain key functions in society and in the context of preservation and development of cultures: As a tool for entertaining, the mass media, especially the radio and televisions, are extremely popular.
As an educational tool, media not only impart knowledge, but also can be part of larger efforts e. As public relations tools, media assist organisations in achieving credibility and respect among public opinion leaders, stakeholders, and other gatekeepers.
Finally, as advocacy tools, mass media assist leaders in setting a policy agenda, shaping debates about controversial issues, and gaining support for particular viewpoints.The Role and Influence of Mass Media 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. Essay on role of mass media in our society.
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5 stars based on reviews torosgazete.com Essay. Ellen meloy essays on. Mass Media and their Role in Modern Times! Mass media are tools for the transfer of information, concepts, and ideas to the audience—the readers, listeners or the viewers.
They are important tools in disseminating information; they make possible communication exchange . With the evolution of digital technology, the role of mass media has been changing at a quick pace. By definition, mass media is any medium used to transmit mass communication i.e. a message created by a person or a group of people sent through a transmitting device to a large audience or market.
The Role of Mass Media in Education. The study of societies would not be complete without realizing the significant contributions that the mass media have over the people that comprise these societies.
Writing sample of essay on a given topic "The Role Of Mass Media In Education" The Role of Mass Media in Education The study of societies would not be complete without realizing the significant contributions that the mass media have over the people that comprise these societies.