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 Short- term objectives include exposing audiences to ideas and concepts; creating awareness and knowledge; altering outdated or incorrect knowledge; and enhancing audience recall of certain advertisements or announcements, promotions, or programmes.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. The media also helps to keep the fabric of our social heritage intact by organizing various programs that showcase our customs, our myths, and our progress as a civilization.
Advertising is another by product of mass media. It helps sell goods and services through commercials and sponsorships. The media also helps in spreading social awareness. Whether it is anti smoking propaganda or the empowerment of women, the promotion of a greener environment or the education of the girl child, media works relentlessly to put across social messages.
The media remains unparalleled in its services as a mode of entertainment. Television today, with its numerous channels in varied languages, serves to dish up entertainment to almost everybody. It provides millions with a cheap source of relaxation and a means to kill time as well. For many it is a momentary transportation from their sad ordinary lives in to the dream world of designer clothes and flashy cars. Mass media remains the undisputed king in reaching out to the masses. Whether by means of a serial that subtlety passes on the message of the good triumphing over the evil or by a news relay that shows the nabbing of a terrorist, the media manages to put the message across.
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We do our best to provide you with high quality writing help. Services provided by Professay. Mass Media Essay It is impossible to underestimate the impact of Modern Mass Media on every single person, and a society as a whole. Does mass media influence or is it influenced? Conclusion Having spoken about modern mass media, and the factors which influence the process of reflecting the reality it is necessary to make a conclusion.
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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 . Essay on Mass Media Article shared by All the different tools that are used to assist the distribution and circulation of information and entertainment to the public come under the umbrella of mass media.
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