Get BOOK. Social Science. Media Communication. The media is at the heart of cultural, social, political and economic events throughout the world. But how is the role and influence of mass media evolving?
Who controls what the media tell us? What impact is new technology on the media as we know it? Building on the success. This theory suggests that the mass media indigenous media influences the local people directly and uniformly by feeding shooting or injecting them with information that is aimed at generating a particular response. Both images a bullet and a needle used to express this theory suggest a powerful and direct flow of information from the sender to the receiver.
With similarly emotive imagery the hypodermic needle model suggests that media messages are injected straight into a passive audience who are immediately affected and influenced by the message.
Furthermore, this theory is applicable and relevant to the indigenous media, it is clear that the people end up thinking what they are told due to the direct and immediate effect of the message. Another relevant theory for the indigenous media is the dependency theory where the people depend solely on the media for information.
It is therefore very important for a communication student or practitioner to be aware of the factors involved in the indigenous media, how it operates and the impact it has on its consumers or audience. For example, if a communication practitioner wants to send across a particular message to local or indigenous people, He or She will be aware of the right media to use to enable the achievement of the desired result. This kind of media evolved from the use of newspapers as the means of conveying information to the masses.
Later the invention and establishment of electronic media radio and television were introduced. These forms of media enable messages to move from a sender to a receiver. The cultivation theory is relevant and applicable in terms of traditional media.
This theory was proposed by George Gerbner in Cultivation research is in the 'effects' tradition. The cultivation theorists argue that television has a long-term in a small, gradual, indirect but cumulative and significant effect on its audience. The cultivation theory looks at the mass media as an agent for socialization and critically examines the implications and effects associated with the use of mass media, thus; whether television viewers end up believing the television version of reality the more they watch it.
It propagates the fact that the mass media serves as the window of the world. The more people are exposed to information through the mass media, it shapes their perception of social reality for individuals and their culture. Gerbner argues that the mass media cultivate attitudes and values which are already present in a culture. The traditional media sustain and promote these values amongst members of a culture.
For example, they indicate that there are two groups of television viewers: the heavy viewers and the light viewers. People who watch a lot of television are likely to be more influenced by the ways in which the world is framed by television programs than are individuals who watch less, especially regarding topics of which the viewer has little first-hand experience.
This simply implies that, the level of exposure to the traditional media will determine the level of effect or influence on the audience. A communication practitioner can use this piece of information about the traditional media and its operations in several ways. If you intend to promote a particular idea through a traditional media, the cultivation theory suggests that there should be repetition.
In other words, the more you expose your audience to that piece of information, they likely to be influenced in a small, gradual, indirect but cumulative and significant way. This refers to on-demand access to content anytime, anywhere, on any digital device, as well as interactive user feedback, creative participation and community formation in the mass media and around the media content. Another significant feature of new media is the creation, publishing, distribution and consumption of media content.
In recent times, there is an advantage of a high technological mass media which has a wide range of information dissemination. The internet especially has over the few years had a great impact in the mass media communication scene. Its invention has expanded the scope of mass media. The use of the internet has created a lot of space for interaction and easy connectivity to the world, thereby making the world a small place in terms of communication.
A device such as the mobile phone makes communication faster and easier. Today, a mobile device can also be used to access the internet for all kinds of information. Some time back especially in the era of traditional media, accessing information was not that easy as it is now.
New media is a very important revolution of mass media. This has provided easy means of communication to students and practitioners in the field communication. As we are involved and interact with people in our everyday life, it is very vital to be aware of the kind of media we access and use, and the influence it has on us. Uses and gratifications theory is a very relevant theory in this era of new media.
This theory seeks to explain the uses and functions of the media for individuals, groups, and society in general. Everybody uses the new media for one or more reasons. People may use the internet as a source of entertainment, for news updates, for social interaction among others. The theory discusses how users proactively search for media that will not only meet a given need but enhance knowledge, social interactions and diversion.
New media is inevitable in terms of the application of the uses and gratification theory. This can be seen in the three major objectives with respect to the development of the uses and gratifications theory. The first major objective of this theory is to explain; how individuals use mass media to satisfy their needs. At the core of uses and gratifications theory lies the assumption that audience members actively seek out the mass media to satisfy individual needs.
According to McQuail and Blumler, the uses of different types of media could be grouped into 4 categories; diversion, personal relationships, personal identity and surveillance. Its main component is the internet. Social plays a significant role and has great effect of people who use it.
A study by the University of Maryland suggested that social media services may be addictive. Social media is often seen as a two way conversation. It is a powerful means of sending messages and provides a platform for feedback and interaction. This interactive platform is provided through social networking sites like Facebook, twitter, Skype, blogs and emails. The social cognitive theory is relevant in terms of social media.
Evaluating behavioral change depends on certain factors such as environment, people and behavior. Our everyday interactions with people affects and perhaps influences us. On social media, people interact with eachother and are exposed to all kinds of information with can, may or will affect them.
Social media creates the environment for social interaction. There are social and physical environments. Social environment include family members, friends and colleagues. Environment and situation provide the framework for understanding behavior Parraga, The three factors environment, people and behavior are constantly influencing each other.
Behavior is not simply the result of the environment and the person, just as the environment is not simply the result of the person and behavior Glanz et al,
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