Mass Communication Theory

Tobacco has and still is the most important public health issue faced in Australia and internationally. (Jochelson, 2006). Many countries such as North America, England, Australia, Canada and Ireland have introduced policies regarding smoking in public areas and restriction of smoking in indoor areas. (Thomson, Wilson & Edwards, 2009). The government, community leaders and policy makers work towards introducing policies that will stop consumers from smoking in public areas. (Pizacani, maher, Rohde, Drach & Stark, 2012). Government intervention should extend public smoking bans so that second hand smokers can be safe, a better environment and less death incidents relating to smoking.

Mass media is communication that reaches a large audience. This includes television, advertisement, the Internet, newspapers, and so on. Mass media is a significant effect in modern culture in America. It creates ideas and sustained within society not only send ideological messages out to the public but to advertise this ideas which are tend to manipulate our mantalities.

In recent years, antismoking campaigns has increased due to the harmful effects that are caused by smoking. People smoke not caring about the consequences that it has not only on them, but also on other people. In the U.K and U.S.A, campaign might or might not be effective. This essay seeks to illustrate the cause and effect of antismoking campaigns, T.V advertising, campaigns against smokers not being allowed N.H.S treatment, and the ban of smoking in public places and also illustrating the reasons why similar campaigns will not be effective in Saudi Arabia. First, the causes of antismoking campaigns and T.V advertising will be discussed. Then, the effects of these T.V advertising and antismoking campaigns will be demonstrated. Finally, the reasons as to why similar campaign would not be effective in Saudi Arabia will be analysed.

The nicotine in tobacco is not only causing a variety of diseases but also leading a highly addictive (Hammond, 2009.). Secondly, the solution for the tobacco industry, they could do the appropriate measures such as add health warnings on tobacco packages, health warnings on tobacco packages increase smokers’ awareness of their risk (WHO, 2008, p. 34). But unfortunately, the tobacco industry would not be willing to do it unless the policy requires them to do so. However, the relevant policies in many developed countries are lacking. So if the national laws and regulations force the tobacco industry to do it then the solution would be more effective. Thirdly, the solutions for government, the government should ban on tobacco advertising and raise tobacco taxes. WHO (2008, p. 37) states that if the government ban on tobacco advertising that the tobacco sales will have up to 16% decrease. In addition, increase tobacco taxes could raise the price of tobacco. According to WHO (2008, p. 39) that “increasing the price of tobacco through higher taxes is the single most effective way to decrease consumption and encourage tobacco users to quit”. In conclusion, the smoking problem will be solved by joint efforts of the whole community.

Tobacco has terrible impacts on our health and the environment. Tobacco is one of major reason of deaths in developed nations. On the other side these developed nations are consistently developing different policies and diverse approaches to stop smoking. When somebody get used to tobacco, then it is difficult to stop from utilization of tobacco Over last past decades the provincial Government are giving training how to help people to stop using tobacco and distributing material to the distinctive healthcare suppliers to encourage people to stop smoking. There are various reasons why individuals start smoking such as depression, less education and anxiety. The provincial government are looking at the principle reason of using tobacco and

Smoking does not have effect only on the person smoking but on the society at large. Furthermore, people perception towards health has caused a main impasse. Most individuals and countries are ostensibly careless about their health. In the developed world today, it is said that health is about physical appearance. Kaplan (2010) states that “an individual’s health links to a person’s well being and poor health turns it negative”. When a person is not concerned about his or her health, it leads to low healthy life expectancy and carrying out activities becomes very difficult. A possible solution to these problems is to raise the awareness of the government. The government should make a way for people to have regular check-up, keeping them aware of their health status. In addition the government should formulate bye-laws restricting smoking in public places.

Tobacco usage has been a public health concern for decades now. It is a leading preventable cause for death and diseases nationally and globally. Public health officials have had a long struggle to overcome this epidemic. Not only does smoking have effects on the individual but it also has an effect on the ones around them. Second hand smoking is considered just as great of a problem. Long-term smoking can lead to many fatal diseases and affects almost every organ in the body. Public health officials and the government have taken various initiatives to reduce smoking.

The question that we hope to solve through the means of using communications theories is “Is mass media creating a

Early studies of cultural industries include popular music, television and popular phenomena such as character analysis Adorno. In their criticism of mass culture and communication, members of the Frankfurt School is the first systematic analysis of critical social theory and critique of popular culture and television medium. As communication studies began emerging in the 1930s and 1940s, and as theorists noted the power of propaganda in World War Two, a wide range of studies began appearing of the social effects of the media, promoting debate over the media and social problems and the media as a social problem. Some of the first empirical studies of the effects of film, for instance, criticized the cinema for promoting immorality, juvenile delinquency, and violence. The Motion Picture Research Council funded the Payne foundation to undertake detailed empirical studies of the impact of films on everyday life and

Turn on the television, computer, smartphone, or tablet and the majority of the time an advertisement depicting youthful faces will appear within 10 minutes if not the first 5 seconds of a loading youtube video. Beauty products, weight loss programs and suppliments, plastic surgery references and encouragement, tickets to events or locations which stimulate feelings of nostalgia bombard viewers from every angle. This bias of youthful appearances is the basis of American media. “The mass media is in the business of affecting how and what people think” (Summers). By Summers definition it can be concluded that, as the majority of people build the culture of a society and media affects how and what people think, mass media is creating a culture obsessed with youth. Americans have a fascination with youth and are reluctant to accept aging gracefully.

Mass media are the primary component of modern society. People customarily consume countless hours of television, movies, and surfing the net where they see examples and expectations of what men and women are supposed to be. Advertisements and magazines inform us of how we are supposed to look, relate to one another, and live. The influence of mass media manifests itself into our routines, our purchasing decisions, our politics, our opinions and emotions, and almost every other aspect of our everyday lives. This tremendous influence most certainly plays a colossal part in how we view gender as well. June Cleaver was the ultimate example of the nurturing matriarch that was supposed to stay indoors taking care of the home, and Edith Bunker was shown as what a dependent and passive wife was supposed to be. At the same time, men were shown as having the opposite characteristics. You had Clint Eastwood, Ward Cleaver, and the Marlboro Man exuding the strength, aggression, breadwinning characteristics of "real men". Boys and girls, men and women believed they were to identify with these roles.

For many years now, the task of creating a more stable and reliable form of communication for sharing information with people as well as with the world is something that many people across the globe have studied, redesigned, improved, and rebuilt. The spark of mass communication is all thanks to one man named Alexander Graham Bell who invented the first telephone. Bell’s invention of the telephone has opened a multitude of opportunities that have extended the way we communicate in the world today. Bell’s invention went public on March 7, 1916, and many people gathered to see a demonstration that would start a revolution of communication beyond even Bell’s imagination (A Rural Broadband…). “That evenings demonstration made clear that the telephone service was poised to revolutionize communications and unite every part of the country…” (A Rural Broadband…). Bell’s invention was the first reliable, and cost-effective way for communication until just a few decades later when someone decided to take Bell’s invention to the next level and help to bring us public Internet. Just like Bell, AT&T is determined to create the world’s first truly reliable and cost-effective Internet connection for rural areas by revisiting an old concept that, at the time, was proved not reliable. I believe that we can help to cut cost even more by creating a partnership between the FCC and the DOE (Department of Energy). Using AT&T’s current plans, we can partner with other companies and government

We process communication through many styles and forms of media. How one perceives what is communicated may be based on the approach in which someone uses in order to send and receive messages. The following theories are examples in the way we communicate and may explain why two people watching or listening to the same message may perceive the message in different ways. First, there is the type of communication process known as uses and gratifications. According to Media Effects, "A medium or message is a source of influence within the context of other possible influences." (Jennings, B. and Oliver, M., 2009, p. 165) Based on this information, everyone's social and cultural backgrounds may affect how a message is perceived. Physiologically, receivers of communication may react differently. They may experience different emotions and reactions to what they are being introduced to. An example of someone becoming influenced based on their perception of what is being received in a message is that of the followers of the kneeling protests. Six weeks ago, there may have been a few people who would chose to kneel at a football game during the National Anthem. After several weeks of protests, the idea of kneeling before a football game during the anthem became more prevalent. This may be associated with the theory that is stated in Media Effects. "Audience activity is the core concept in uses and gratifications. It refers to the utility, intentionality, selectivity, and involvement of the audience with the media (Blumler, 1979)." (Jennings, B. and Oliver, M., 2009, p. 172) In other words, the media played on the protests and kept the issue at the forefront to where more people chose to follow along. This leads me to the concept of cognitive dissonance and selective exposure. We all have our own belief system. It is difficult to have a true sense of unity in our country because of the large diverse culture in America. Even though we are The United States of America, we have become less united over the past few decades. For instance, Japan and China do not have the freedoms we are blessed to have here in the United States, yet somehow, they come across as united countries. These countries have some diversity, but the

Many ad campaigns and literatures have been published on the detriments of smoking. Medical reports further shows that half of all long-term smokers will die from a smoking-related disease. This unhealthy practice must be addressed by the government to lessen the medical cost to treat the ill effects of smoking. Despite all available data available on smoking’s ill effects government has little success in reducing incidence of smoking.

The topic of influence and power of mass media has become important among researchers of communication field since the moment it appeared. It is difficult to underestimate the potential and the role which mass media plays in people’s lives, still some of the researchers are concerned with relatively limited media’s control and impact on society. They claim that the content of a message is just one factor which defines the reaction of audiences; therefore, in order to decrease the chance of unexpected response to the message these factors have to be taken into account.