Exploring Why the Mass Media May Exert Only a Limited Influence Over the Audience

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Exploring Why the Mass Media May Exert Only a Limited Influence Over the Audience Media is the way in which large companies are able to diffuse their choice of information to the public via sources such as television, newspapers and radio stations. It is evident that the media in general has become a major function in most people’s lives and consequently has been blamed fir crime, abortion and the corruption of morals in society. I will attempt to evaluate to what extent the media exerts influence over their audiences by examining the media models. I believe that this is an important issue to consider as the media continues to centre the lives of many difference social groups as on a daily basis,…show more content…
However a negotiated reaction may be that although this event took place, it was due to alcohol and that the drinking age should be lowered to 16 so that people get used with drinking quicker and don’t go to such extremes quite as often. This view suggests that actually audiences are active as they are fully capable of interpreting media messages as they wish to without one view being forced into them. I personally agree with this theory as it is a fact that different people have diverse opinions in society towards the media as we have different groups of friends, different educations and religions which influence our beliefs equally as the media can. It is clear that no two people in the world are the exact and therefore what evidence is there to suggest that any two people have the exact same reactions to all media messages? There is however complications with this method as when a message via the media is received to audiences, to understand it fully researches must have the capability to evaluate the message in all the different ways that audiences perceive it within their different cultures. However this would be very stereotypical as within different cultures audiences are able to perceive messages differently to

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