Media 's Influence On Media

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The American culture of today is communicated through media. Media is the most powerful and influential force in the country. The media are powerful agents of socialization and they set the standard that majority follow. The power giving to American media has allowed them to be very effective using propaganda as strategy, the media tend to say they serve to relieve social conflicts into minimum. We clearly see that the media promote social conflicts by separating class. The image that media has created in the mind of masses has economical, psychological and sociological impact the masses. The intent of the media is to satisfy their own agenda, not to inform and entertain. They been very successful using this strategy, more of their agenda less of the masses interest. Richard Cohen once said “We are going to impose our agenda on the coverage by dealing with issues and subjects that we choose to deal with.” Propaganda is form of communication that attempt to influence the attitude of the community towards some cause or position by presenting only one side of an argument. Propaganda is widely spread throughout the media to create chosen result in audience attitudes. Media main objective is to influence the attitude of the people. The audio visual media such as television, radio, and sound motion pictures means of communication are available to the psychological operator. Their effectiveness is based on seeing and having the persuasive message. These medium provide an excellent

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