Uses And Fermency Theory Of The Media Dependency Theory

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.

forms. Media is commonly defined as being a channel of communication. “Our everyday lives are saturated by radio, television, newspapers, books, the Internet, movies, recorded music, magazines, and more. In the twenty-first century, we navigate through a vast mass media environment unprecedented in human history.” (Croteau and Hoynes, p. 3)This is also true when we say media companies do not impose their own control upon the information being supplied to media users. Since many people use media frequently, we can assume that it affects people. According to the text book Media/Society: Industries, Images, and Audience,

Throughout America’s infantile years, the media solely consisted of the printing press, but as a result of industrialization, commercialization, and professionalization, it now extends into the world of technology, reaching far more Americans than ever before. Media can be defined as collective outlets for mass communication. In today’s society, massive amounts of media are consumed in a plethora of forms: newspapers, magazines, television, Internet, and social media. The 2007 U.S. Census Bureau 's Statistical Abstract of the United States reports that adults and teens spend nearly five months out the year watching television, surfing the Internet, reading daily newspapers and listening to music (cited in ABC News, 2006). In correspondence

2.Media effects the study of behaviour and interaction through exposure to messages,It emphasizes measuring,explaining and predicting communication effects on knowledge,perceptions,beliefs,attitudes and public opinion,It is strongly influenced by scientific

Going just one day without being exposed to any form of media is nearly impossible. Through film, television shows, music, advertisements, news programs, newspapers, and magazines, we are exposed to media daily. The role that media plays in the way that individuals think is important. Media affects the way many individuals view circumstances, events, and people. The portrayal of women in media affects the way that individuals view women.

Since there is such easy access to fast communication devices such as cell phones and the internet. The media is what comes out of such a wide popular use of the internet and television. The media has wide control over what is shown on television and also a lot of what is seen online in advertisements. The media will manipulate the way people think about things. An example could be that the media is what makes young boys and girls obsessed with reaching certain unobtainable goals of looking a certain way.

The evolution of mass media has affected our social institutions: family, religion, morality and education, on an unprecedented scale. For most of us in the American culture, the new forms of mass media are entwined with both of our personal and professional lifestyles. Understanding how the development of these forms of mass media has been and continues to influence our American culture is vital. It will help us appreciate the role media plays in our life and will also help us to be more informed as citizens, consumers, and employees. Barnett, 2004 noted that “The Internet is the decisive technology of the Information Age, and with the explosion of wireless communication in the early

The media is a well-known platform for viewers and largely impacts the people that watch or see certain programs. Therefore, it is safe assume that the media often represents realistic or unrealistic views

2. Croteau, D & Hoynes, W (2003). Media Society: Industries, Images and Audiences ((third edition) ed.). Thousand Oaks: Pine Forge Press. pp. 305–307.

a. Couldry states that “Mass media generally are considered a prime candidate given the on-line profusion of information and entertainment services. This article compares the daily mass media habits of heavy, light, and nonusers of personal computers and on-line services based on 1994 and 1995 national surveys conducted by the Times-Mirror Center for the People and the Press.”

Media is something that we use, see, and hear every day, whether we notice it or not. The media surrounds our society in many ways; through social media platforms, magazines, television, advertisements, etc. the media has been always around. The study of media and its effects on society is based on the belief that mass communication has effects on individuals, society, and culture (Perse). The media continues to become more and more relevant in our culture. Many people in our society today use the media daily. Also, there are many studies about social media and its effects on us. The media affects the way we view body image in a negative way.

The uses and gratification theory seeks to understand the uses of which people seek media to fulfill certain gratifications (Baran and Doris, 2006) by identifying how people utilize the media to gratify their needs and desire.

The two theories are similar in their function both predict and theorize that media institutions have an influential effect in the development of

The worth of media is a very controversial topic. Media has given us the ability to do things in new and creative ways such as how we learn and accomplish our everyday tasks. However, we do not always know how to interpurate this information. The technology available today is constantly impacting and influencing society in tremendous ways. Many of the impacts that are accocated with media are addressed in negative ways, but can be seen from a positive perspective as well. In the current generation, media and its influences can be found everywhere. These influences widely impact today’s adolescents and maturing teenagers because they are still developing into adults. Medias purpose is not only to inform us, but to allow us to mold ourselves in how we want to be perceived online. Also, it allows us easy access to unbelievable amounts of information. Living in an era known as the “information age” is riveting, but what are we suppose to do with all of this new technology and information?

Mass society theory is an idea that media has strong influence towards people, it plays a role of shaping people’s mind and perception of the social world and it is also to manipulate people’s action with delicate, subtle and effective ways (Baran and Davis 2006, p.43). Mass society theory has first introduced in the nineteenth century when there are disruptive consequences caused by modernization (Baran and Davis 2006, p.52). At that time, mass media considered as a cause of social problems (Baran and Davis 2006, p.52). That was the yellow journalism era for mass newspapers (Baran and Davis 2006, p.52). For instance, newspapers irresponsibly give out information, probably some sensational information which directly