The Advantages and Disadvantages of Mass Media

The mass media has become a big part of our society and its counterparts. In a time span of 50 years this medium has influenced society to an extent where it has created wonders. This immaculate tool can control almost every action we perform, from speaking to the actions that every human being performs in society. The mass media has brought upon a new era of idea's and changes in the world we live in. As we analysis media in depth we will find many aspects of media which overlap and some of the smallest factors and aspects of media, which create the biggest impact on society.

Mass media Mass media is the way of communication to provide the information and technology and news, mass media means technology it is reached in form of audio and video and also in the hard copy the most common way the newspaper, magazines, radio, internet, and television now a days the internet is the most powerful way of the mass media communication it is providing now a day social news and politically but we know well newspaper is also most of the way to provide the information to every person because more than person live village so some of the villages don't have internet connection so there is only newspaper is the way of mass media So the mass media have important role in every field but we are discussing here mass media roll in health care and higher education these two field are very important for every human now a days we are growing very fast like that more European country and American country has developed his country people well educated and well smart for every work but we should know that how they developed they were before 50 years same in position compare to Asian and African country so the main role was for awareness the every people of mass media nowadays in our life mass media always play good role because it always take the minimum time for providing information to each other Smartwatch, radio, a mobile phone such as like that Samsung and apple cell phone and news website —contribute to the way of the media in daily life. in now days we are seeing

The aim of developing mass media is to improve the communication between the sender and the receiver of the message. It has changed in the last century for the better because individuals can send and receive messages in the global context easily. The first development in the last century is the development of radios and newspapers where senders of messages can put their messages so that the targeted audience can access it. (Nerone, 2006). It is important to note that traditionally people used to communicate through the word of mouth using

* For teens, television is a major source of information about sex. A survey conducted in 1997 by the Kaiser Family Foundation found that 61 per cent of young teens, ages 13-15, rated entertainment media as their top source of information on sexuality and sex health. This should concern parents because although two-thirds of TV shows contain sexual content, only one in ten includes any reference to safe sex or the consequences of unprotected sex.

Images of females are everywhere. The image of females portrayed through advertising for the most part gives off a negative message to girls who struggle with body image and even women who want to look a particular way. The most negative message that advertising portrays is objectification of women and violence towards them. Women and girls need to recognize the true meaning behind the advertisements that we see in all aspects of media. They should not allow themselves to be objectified in any way, nor accept that this is the way the female gender is portrayed.

This essay discusses the representations of women in media and advertising, including the effects they have on individuals in society. Firstly, I will review the literature on stereotypical gender roles within media and advertising. This will include traditional roles such as the housewife, and modern roles such as the sex object. Secondly, I will critically evaluate and examine the effects of these roles on women, and even men, in today’s society. Effects include body dissatisfaction, thin idealisation and, in extreme cases, violence against women. Thirdly, I will aim to make conclusions on whether gender representations and roles within media have impacts on men and women in society.

Since the 1960s and the rebirth of the women’s movement, there have been rages against the way women are treated in advertising. Every day viewers will find themselves showered by explicit advertisements, images, slogans, songs, ads, etc., all that which have a major underlying issue within mass media: the objectification of women. Women were suggestively portrayed for the sale of all different types of products and services, from print in magazines to commercials on television. There is an extremely strong focus on women being a sexual object rather than what she is, a female human being.

For centuries, businesses have used advertisement as a means to market their products or services. A good advertising company can be key in a business success rate. Many hours are invested in research and development of each advertisement ad that we see in television ads, commercials, magazines, and billboards. A marketing tactic that continues in popularity is women used to grasp the attention of the viewer, which ultimately would hope to result in higher sales. Over the past 60 years, women have been shown in stereotypical gender roles that are usually portrayed as younger, actively fit women, not the typical middle aged women we see every day.

In this assignment one can expect to see the discussions on effect of mass communication on people and

On television ads there can be some difficulties in differentiating gender roles in the modern society and using stereotypes can be a perfect negative example. Men are portrayed as providers, career focused, bad-boys, sexually irresistible to women and independent. Women have been shown as low-position workers, loving wives, mothers, and on sexy poses in order to sell and advertise the product. Nowadays the difference between male and female’s roles are smaller, however the

Mass media has long been a communication tool for people to socialise and exchange ideas with one another. It is the

In the article “Are Men and Women Portrayed Differently in TV Ads” the author Adrian Furnham explains how the media following gender norm. Adrian research suggest that advertisement also hold gender values throughout the media by advertising product that are stereotypical. Even more advertisement try to promote their product on purpose so that people can copy behaviors. Adrian also examined some many people do no follow gender but are enforced by the media; By advertising home products to women and technology and automotive to men. Ads also picture women being at home and men were shown to be outside. Moreover, females are more sexualized through advertisement than men do. They also found that stereotyping in other countries like Kenya and

Gender portrayal in advertising has been a widely discussed and researched topic for years by social scientists, consumers, and advertisers alike. However, many people have looked at the topic solely from the perspective of male and female consumers and the effect that gendered advertisements has on them. In an article from The Journal of Advertising, Linda Tuncay Zayer and Catherine A. Coleman researched this topic from a different angle. The article, Advertising Professionals’ Perceptions of the Impact of Gender Portrayals on Men and Women: A Question of Ethics, analyzes the issue from the advertiser’s perceptions of what they are putting out in the media. Zayer and Coleman had two central research questions: “What are advertising professionals’ perceptions of how gender portrayals impact male and female audiences? In what ways do ethics inform their creative and strategic choices regarding gender portrayals in advertising?” (Zayer and Coleman 2015). Research was completed with two rounds of data collection on a wide variety of informants with different levels of experience in the industry (Zayer and Coleman 2015). Research methods included semi-structured and unstructured interviews, a focus group, and field operations (Zayer and Coleman 2015). After research was completed, the informants were placed in four different categories based off three interrelated

Women in advertisements have always been portrayed negatively due to degrading stereotypes, making them feel self-conscious and stopping them from doing things from fear of judgement. “Fear of judgement is stopping many of us from taking part in exercise. But as thousands of women up and down the country are proving, it really doesn’t have to” (This girl can, 2015). Advertisers are conscious that stereotypes are not an exact representation of women, but ads with sexy women sell, therefore they have no reason to change them. Advertisers love to use gender representation as according to Barthel (1988), they restructure adverts exploiting gender identity to attract people’s attention and

Media has continuously manipulated and defined society’s emotions and opinions. In the United States, media emerged as a dominant social figure in the 19th century (Thomson Lee). Since then, media has serviced the purpose of providing the audience with real-time information on issues and news surrounding local, national and international events. Whether it is written, broadcast, or spoken – communication has become the key to the members of society. In fact, daily life relies heavily on the information provided by media. While being exposed to a lot of information may be positive, it can also cause an overload of negative repercussion on people and society. Many experts agree that media is dominated by images that negatively impact the way society take actions in their day to day life. The media has also generated a set of tools that can be used dramatically to improve organizational performance. It has contributed to political leaders worldwide by identifying, and reflecting their ideas through the mass communication epidemic.