The Need for Mass Media

Are t here(predicate) comfort plentifulness media? The promiscuous and present(prenominal) f atomic number 18 would be an absolute yes. However, the trouble comes from substantiating the answer.For the purposes of this paper, dope media will be defined using Boerens (1994 122-123) compartmentalisation of media. According to him, trade media refers to all media that modify one to disseminate papers to large audiences through technological/electronic means. include here argon chumped medium of conference (books, intelligence service programpapers, magazines, posters, etc.), recordings, radio, television, film, cassette, video programs, and the most recent information-carrying engineeringthe internet. hand media here was in any case severalize by Boeren from a nonher(prenominal) transmit of communication.These atomic number 18 media generated by the human body (verbal language, facial expressions, body decorations and the likes), objects or substances used in t ransient communication (Morse code, horn signals, perfume, etc.), objects or substances used to deposit and express ideas (architecture, ornaments, paintings, etc.), and mazy media that refers to rituals and the performing arts such(prenominal) as songs, puppet shows, theater and the likes.To bear out the answer posed above, there is mass media and it is here to stay. This is on the basis of, first, mass media exemplify an important business in a democratic corporation wherein the welf atomic number 18 of an finished nation depends on the knowledge and levelheaded judgment of the majority of individuals (English & Hach 1968 259). In die hard of this, the University of Washington (2000), in its article What is the role of the media in the fall in conjure ups? stated that media support majority rule.This is done in a steering wherein the media serve as a earthshaking writer of information. Through the information (and competing ideas) circulated by the media, people ar e then up to(p) to govern themselves or able to ap even out their own decisions. Furthermore, mass media provide the normal public with the information it take to function as a democracy (Stay 1999). With this, it could be say that organism a sit down country where its citizens enjoy democratic space, the United States of America will al focussings assume media outlets as key structures or institutions for maintaining democracy in its ideal state.Second, there is a need to examine the role of mass media in a society. If those roles are still at rest, then, it could be well validated that there is still mass media. For this paper, the roles of the media outlined by Voelker, F. and Voelker, L. (1978) were referred to. These are Informers or providers of information, Entertainers or providers of recreation and enjoyment, and Persuaders or could be referred to as shapers of learning/public opinion and behavior. passel Media as InformersNews ancestry for Americans has evolve d over the gone decades. Americans used to rely largely on print medium ( in general rude(a)spapers). Then the radio innovated how the public get their news from blacken and white printed paper. Then came television. And since then, it could be said that television has been the number one ascendent of news compared to newspapers and radios.That TV is the primary source of news for Americans should non come as a surprise. In its study, the Arizona State University gave some data showing that TV sets are a fixture in American households (Arizona State University, n.d.). Data shows that 98.3% of households wealthy person TV sets, 65% have telegraph TV, TV sets are turned on for an average of 7 hours each mean solar daylight and that an average American spends 2.5 hours a day in front of TV. Aside from this access, news on TV is more easy around the clock wherein we have archaeozoic morning shows, noon newscasts, late iniquity news and news breaks in among regular TV progra ms. In addition, TV is viewed as a source for conception-wide and national news while newspapers as source of local anaesthetic information.Meanwhile, with the advent of the internet, it is non yet defined whether this new engineering has overtaken TV as the primary source of news. But data shows that over 2.5 zillion Americans are watching less TV this year compared in 2006 (Bauder c.2006). This decline has not been attributed to the internet replacing TV as a source of information (or other TV programs) but one of the portions universe speculated upon is that more shows are either being downloaded or streamed. mickle Media as PersuadersWith piles of discussion debating over the effects of media content, the point that mass media shapes individual or embodied intelligence and behavior could not be disregarded.Gans (n.d.236) stated that news, as an example of media content, does not limit itself to reality judgments it also contains set or preference statements. With this , Gans forwarded that underlying the news lies a picture of nation and society as it ought to be.For example, a protest evidence pictured as a kerfuffle to public order, would be considered more news seemly and placed in publicize news. On the other hand, a family maul that claimed three victims is less news deservingy would be placed in local news. The way how news stories are prioritized and presented in turn shapes the publics perception on what social disorder is.On a different note, Klapper (1967331-333) believes that mass media in the main strengthen the views the audience have. One factor leading to this situation is that generally, people melt down to (watch, listen, read) materials that advocate the same views that they have. Similarly, people lean to ignore materials that are conflicting or opposing to their own judgment.Aside from the keep power of mass media, Klapper also believes that the media is hard-hitting in creating opinion on new issues. He explained t hat when an individual has no sensibility on an issue, that individual would be defenceless to adapt an opinion presented by both mass medium. That created opinion would be easy to pay back and then hard to change. without delay we go to the media as shapers of behavior. Some of the critics close media content pertain to their effects on the behavior of target audience oddly on issues such as violence, drinking and the likes.A research study by Atkin, Hocking and Block (1981280-289) was used to support the idea that mass media indeed affect the behavior of its target audience. They used a correlational survey design to determine if publicizing of alcoholic beverages such as beer, wine-colored and liquor sanction non-drinkers to drink and encourage moderate drinkers to drink more. The questionnaires were distributed to 665 students from seventh to duodecimal grades in the states of Michigan, California, New York, and Georgia.Over-all results of the study showed that the rela tionship amid exposure to advertisements and liquor is potently positive. Also, non-drinkers immensely exposed to alcohol ads uttered intentions of drinking when they get older. The difference between those who intended to drink and the opposite is a significant 26%. lot Media as EntertainersApart from its functions as providers of information and shapers of perception and behavior, there is no doubt that mass media also largely function as entertainers. Americans turn to different forms of mass media to enjoy, to undo or to simply spend leisure metre. The expansion of leisure time in the twentieth coke according to De Fleur and Dennis gave way to Americans growing interest in several(a) forms of recreation and entertainment (1981212).This could be attributed to reasons wherefore most commercial TV shows (75%) are made for entertainment while the stay 25% accounts for the news and public affairs, educational and cultural programs and religious programs. They also assort ente rtainment programs that Americans watch such as dramas, situation comedies, variety and talk shows, constitution and game shows, soap operas, childrens programs, movies, peculiar(prenominal)s, sports and special events, and docudramas (1981190-196).Aside from TV programs, it is also worth noting the movies or motion pictures as channels for entertainment. As early as the 1920s, Jowett (1976, quoted in De Fleur & Dennis 1981212) stated that the movies had become the largest and most far-flung commercial entertainment form the world had ever known. By that time onwards, the movies have become a multi-billion dollar mark industry. Of course, the business would not have been that prospered if it had not been for the millions of audience patronizing them.Meanwhile, the print media was never behind when it comes to its role as entertainers. Newspapers and especially magazines make space for materials that abide amusement to the audience.And to complete the package, there is the intern et, which makes getable online versions of print materials, music, music videos, TV shows, and movies on the World Wide Web. Of course, the internet also offers other types of entertainment that are not offered by the aforementioned mass media such as online games, social networking and others.So are there still mass media? Definitely. To decide different channels of communicationmainly print media, TV, radio, and the internetare still prevalent today. The roles or functions of mass media in American society are satisfied because the public has a need for them.Americans are hungry for news and information. They gallop to render information, which consciously or unconsciously reinforce their views on various issues. In addition, Americans continue to turn to mass media as a source of entertainment.No mass medium has been obsolete since it was introduced decades ago. Mass media technology continues to be sophisticated and in the near future, we strength be introduced to new chann els of communication. Bottomline is, mass media provide distinct social needs of the Americans and that is why these channels of communication are here to stay, up until the next century or even forever.List of ReferencesBoeren, A. (1994) In Other Words The Cultural ratio of Communication for Development. The Hague Centre for the Study of facts of life in Developing Countries (CESO)English, E. & Hach, C. (1968) Scholastic Journalism. quaternary ed. Iowa The Iowa State UniversityStay, B. L. (ed.) (1999) Opposing Viewpoints Mass Media online operableGans, H. J. (n.d.) The messages behind the news In Media in Society Readings in Mass Communication. ed. by Deming, C. J. & Becker, S. L. Illinois Scott, Foresman and Company 243Arizona State University (n.d.) Mass Media & Society A Sociological stance on Media online available from http//www.public.asu.edu/zeyno217/365/notes1.html 17 November 2007Klapper, J. T. (1967) Basic question in Persuasion and Motivation In Mass Media Forces in our Society. 3rd ed. ed. by Voelker, F. H. & Voelker, L. A. Harcourt Brace Jovanovich, Inc. 331-333Atkin, C., Hocking, J. & Block, M. (1981) Teenage Drinking Does advertise Make a Difference? In Media in Society Readings in Mass Communication. ed. by Deming, C. J. & Becker, S. L. Illinois Scott, Foresman and Company 280-289De Fleur, M. L. & Dennis, E. E. (1981) Understanding Mass Communication. USA Houghton Mifflin CompanyBauder, D. (c.2007) Data Says 2.5 one thousand thousand Less Watching TV. online available from 17 November 2007Pember, D. R. (1987) Mass Media in America. Science Research Associates, Inc.