Mass media is all over the place. Whether you believe it or not, this has a massive effect on our culture, thinking as well as the society and government as a whole. The primary role of media is to provide information and announcements of any significant event.
The information distributed could affect how people and general public will think and react. In addition to that, the media can put pressure on the government to expedite actions by signaling the need for intervening or show citizens that its cries for change. Having said, the quality of coverage that the mass media is showing does matter.
With the degree and intensity of their reach, mass media have various channels and mediums on how it is reporting to people. It can be in form of television, radio, posters, crafts printed from https://themicro3d.com/best-printer-small-business/ and so forth.
One-Sidedness and its Effect
Concerns and issues regarding the effects that mass media have on consumers as well as the extent bias have roots dating from 1920s. Commentator and analyst Walter Lippmann has noted that people have a narrow sight with their surroundings and thus, easily believes on what they see or hear. Of course, during this time, media is the only source in which people hear stories about something.
These ideas then become part of the reference or frame of the people and affecting how they make decisions.
Then in a follow-up study performed 10 or 20 years later, there are two ways in which the information is being transmitted. One is through the person who directly reads the news and the other is by sharing the info among friends.
People are listening to their friends but not to the ones whom they are disagreeing.
The effect of newspaper was therefore diminished via conversation. Such discovery showed that media do have an impact on people.
This Could be Bad
In 1970s, there’s a new idea that comes up. The cultivation theory, which hypothesizes that media is developing the point of view of a person to the world and is a perceived reality. What we are seeing on a day to day basis gradually becomes our reality. With media, it can set the norm among viewers and readers by selectively showing what will be discussed and/or covered.