Media 's Effect On Society

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Over the years media has had an intense effect on society, an effect so immense we don’t even notice its presence sometimes. Media is crucial to any society; we are all surrounded by media. Each and every day people interact with media of many forms. Media is generally defined as being a channel of communication. We as a society absorb media from a wide variety of forms such as television, radio, magazines, newspapers, billboards and the internet. These are referred to as ‘mass’ media, because they communicate to a mass audience comprised of very large numbers of people (Giddens, 2009, p.724). Mass media affects people differently because of diverse amounts of exposure and formats. It is a form of socialization, having a long-term effect on each member of society. Since numerous people use media very recurrently, it is evident to assume that it has effects on people. There are more than one theoretical dispute discussing the extent of how media influences individuals and our society. I will look at theories of media exposure and different theories such as cultivation theory, social action theory and agenda setting theory that determine and explore the effects of today’s society.
Canadian media, theorist, Marshall McLuhan (1964), argued that different types of media have very different effects on society. His famous dictum is that, ‘the medium is the message’. That is to say, society is influenced much more by the type of the media than by its content, or messages, which are
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