Effect of Media and Mass Communication Essay

1386 Words 6 Pages
The media is a powerful presence within the lives of others. It can be described as the main channel of mass communication. Media is often used to deliver a message to a large audience who are diverse. It can be written, broadcast or spoken. Media is a significant force within modern culture. Culture can be defined as the norms and values of a society. In our culture, the communications media hold an influential place in disseminating information, forming attitudes, and motivating behaviour. Technological advances are increasing the role of the media and its capacity to shape public opinion. Our society depends on the news media to provide information to help us form opinions and make voting decisions. It is clear the media has a huge …show more content…
It was cheaper and made large scale distribution possible. These technology advances allowed the medium to enter popular culture and enhancing its influence within society [McLuhan, 1962]. By the nineteen twenties, mass media became known not only for print media, but radio and television also. Television provided both information and entertainment which became very popular. It was considered easier than actively reading. In recent times, mass media has taken on a different form; the internet. It is now the most popular form of mass media. Not only has the internet become a sensation but mobile phones, blogs and podcasts have all become the new forms of mass media within our modern culture. The media is easily accessed and waiting for us at the touch of a button. As a result, our culture is enormously influenced by the media. In this essay I will be discussing the media and deviance and the effects it has on our culture.

One theory that was formed during this investigation was the cumulative effects model [Elisabeth Noelle-Neumann, 1974]. This complex theory looks at the potential affects media has on an individual with an active media consumption. This theory focuses on the agenda setting function in which the media acts upon. The media cannot force an individual to think a certain way. However it does have the power to control what the individual thinks about. If an issue is frequently in the media, the
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