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Mass Media is defined as the area in the media that is designed to reach very large audiences. Examples of mass media include television, newsprint as well as newer forms of media, such as the internet and digital broadcasting. Mass media has quickly adapted to advances in technology and so has remained at the forefront of communication through newer forms of media such as the Internet and satellite television. Right now, mass media is making full use of a huge range of technologies available. This can be seen in adverts sent to mobile phones and email addresses.
It is easy to see the huge impact mass media has on the world around us. It has an immense influence in politics, culture and the economy. In recent times the mass media is often the only contact people have with politics. The mass media provide a channel for politicians to communicate with the people and to inform them of their policies. The mass media allows for the expression of a range of different opinions on political topics and allows debate. Because of our dependence on mass media for information and entertainment, it has greatly influenced our culture, ideas and opinions. The mass media have a profound affect on setting peoples opinions on issues and therefore has become a powerful tool within the political sphere.
In a social context, the importance of mass media is very significant. In the modern world technology has ensured that we have very little opportunity to avoid at least some form of mass media. It is built into our everyday lives, constantly evolving the world in which we live. On a macro level, mass media has a great ability to influence us. It is used to spread ideologies and change the values of society. The large corporate ownership of mass media has ,as quoted by Devereux in Understanding the Media,2003,“…..play[ed] a pivotal role in the continued spread of a consumer culture that drives and perpetuates global capitalism.”(Silverstone 1999) On the micro level, The way in which we live our lives is effected by what we see and hear from the media. The influence of mass media in our lives can be seen by the constant change in tastes for fashion, food and drink. Even, for example, attitudes to substance abuse and alcohol are influenced by the mass media.
There are several negative factors concerning mass media. The priority of most media companies is profit. Because of this, these companies must produce excitement and hence they must often make situations seem more intense then they actually are. Because of the huge competition reporters are often on tight time restraints and hence may not be able to verify sources. It can also be seen that certain companies may completely ignore stories that may be damaging to sponsors or other sources of income. A survey taken in 2000 states that "...about one in five of local and national reporters say they have faced criticism or pressure from their bosses after producing or writing a piece that was seen as damaging to their company's financial interests”. Another negative factor is the small concentration of conglomerates who own huge portions of the media industry. There is a need to ensure the people aren’t being deceived or persuaded to a certain point of view by these few people. A perfect example of how mass media can be take advantage of is the famous War of the Worlds broadcast on the 30th of October 1938. The growth of mass media has been hugely advantageous to the modern world. Without the mass media people would know very little of occurrences from around the globe. Because of the advancement of mass media, information can be sent to individuals without any thought to distance. Recent technological advances make access to a huge number of sources from anywhere in the world increasingly simple. This access to alternative sources decreases the power of huge conglomerates over the media
Basic definition: www.answers.com www.wikipedia.com www.wiktionary.com Media Influences on Society and Culture(downloadable document): http://www.bridgewater.edu/~jpierson/Mass%20Media/MASSOVER-exam3-2004.doc Understanding the Media(2003) by Eoin Devereux www.ul.ie/sociology/eoin.devereux.html www.beyondintractability.org