Role of Media in Modern Society

3659 Words Mar 19th, 2008 15 Pages
There are many different ways in which people communicate such as, through the phone, through personal encounters, and by attending work place, school, seminars etc. Though media is not the only communication medium used to dispense the flow of information, its importance in developed countries is worth mentioning as it has been the main source to inform people on political issues or current affairs as well as being as the main source of entertainment. The flow of information from one geographical location to another has increased in speed considerably with the advent in digitally enabled communication devices. Different network channels over cable or satellite TV, newspapers and radio channels are emerging at a very rapid pace providing …show more content…
The private ownership of media is one of the defining features of the corporate capitalism which "rest on ownership control and therefore will tend to represent a narrow class interest; and because of increasing economies of scale and scope, as well as other benefits of large size, media ownership tends to become more concentrated over time, aligning the media more closely with larger corporate interests"(Global media-pg.6). Not only that the privately owned media tends to concentrate the power in the hands of the owner but also it "depends on advertising revenue and must therefore compete for advertising revenue and must therefore compete for advertiser attention and serve advertiser interests to prosper"(Global meida-pg.6). It is the domination of the owner and advertiser which gives the commercial media a dual bias threatening the pubic sphere. The public sphere role is to provide public services and allowing the public to participate in the political process of the society. However, private media's main purpose is to maximize the profits for its business owners and attract the advertisers to reach the public. "News and entertainment are merely instrumental to the goal of the advertiser. They are there to win audiences for the advertisers, to keep people tuned in and turned on. The objective is commercial gain, the sale of mass-produced goods to a mass
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