Mass Media
The media is a medium of communication that is designed to reach the masses
. It encompasses a variety of forms, ranging from prints, radio, television
, magazines, to the internet. The mass media has no doubt become an integrated
part of our lives, especially in the last two decades. It has significant
influences on our modern society.
We constantly rely on the media as a source of information and news, for
one of the main purposes of media is to inform and act as a medium of transmission
. It communicates to its audience about significant events that have happened
which probably would have an impact on society. Through various forms of
media, news and information are conveyed.
However, media not only informs but also provides a platform for the exchange
of ideas and views, between people and higher authorities, as well as between
people from different regions of the world. It eliminates geographical barrier
and allows for free exchange of cultures and views, giving rise to a faster
pace of globalsation. Its vital role as a platform encourages the birth
of new ideas and enhances communication between once foreign cultures.
It is certainly good that the mass media keeps us informed of what is going
on around us. However, the story it presents may often be one-sided, therefore
instilling a biased viewpoint among its audience. Much of the information
received through newspapers, radio, and television tends to appeal to higher
authorities, such as the government or the ruling political party. Objectivity
is never achieved as personal judgments are made more often than never in
media reports. As Lyndon B. Johnson once said, "If one morning I walked
on top of the water across the Potomac River, the headline that afternoon
would read "President Can't Swim."" After all, the media is run by people
, it is often biased in how it portrays and delivers the information available
. The media coverage of a general election is an example of the manipulation
of current events that occurs pretty frequently. The media may choose to
spend more time on one political party over the other, or fail to report
all sides of the story.
A television station or newspaper publisher has the control over what it
delivers, just like during a general election. The media is able to emphasize
certain aspects of an event and lessen that of another. For instance a
television station may choose to broadcast entertainment gossips instead
of news on world situation to attract viewers. Besides that, it serves as
the only source of information, so most blindly accept what they hear as
the absolute truth. Society is sheltered from the full picture and will
never be fully aware of things that go on behind the closed doors. By choosing
what is and is not revealed to the public, the media plays the role of the
'gatekeeper' who essentially manipulates people's thinking process. In a
way, an individual is stripped off of his power to think and create opinions
.
By providing the incomplete picture and sometimes false information, the
media can potentially change people's way of thinking and basis for decision
making. No doubt that the purpose of commercials is to inform its audience
on the latest product or advancements, it can, too, disseminate values or
impart popular culture on society. The commercials we see on television
can be extremely influential that they sway us into making certain choices
. We often find ourselves bombarded with messages and images from the media
that reinforce the idea that to be happy and successful we must be slim.
We can never read a magazine or newspaper or turn on the television without
being assaulted with the message that fat is bad. We are thus brainwashed
into believing that we are fatally flawed if our shape do not match up to
those of the super models. A lot of advertisements are directed at self
conscious individuals who care a lot about their appearance, or teenagers
who are insecure and seek for love and acceptance among their peers. This
is a negative effect of the media on society.
The media, given its wide coverage and intimate relation to everyday life
, also plays an important role in educating the young. It can advocate positive
morals and values to children, but more often we find violent and gory scenes
on our screen, since most viewers demand for visual and audio sensations
. However, as children are exposed to such materials on television, they
may either become less sensitive to the pain and suffering of others and
behave in aggressive ways; or become fearful of the world around them. Both
of which are detrimental to the healthy upbringing of a child. A child may
have the false impression that violence is the solution to problems. This
probably attributes to the increasing instances of young adults committing
crimes. Besides this, children may also find it difficult to distinguish
between fantasy and reality. It is extremely difficult to teach these kids
to unlearn what television has inaccurately taught them.
In conclusion, the media delivers one-sided story by instilling a biased
view into what it reports, disseminating false values and cultures to its
audience, as well as having the tendency to educate people in a wrong way
. It has the power to address and influence a large population, but often
abuse this power by broadcasting or reporting inappropriate materials. It
has deviated far from its purpose to inform and certainly has a negative
impact on society.
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