Impact Of Mass Media
Name
:- Gohil Devangiba A.
Roll No. :- 14
M.A Sem. :- 4
Paper No. : - 15 ( The Mass Media and Communication )
Topic :- Impact Of Mass Media
Email id :- devangibagohil786@gmail.com
Submitted to Department of English Maharaja Krisnakumarsinhji Bhavnagar University
It is one of the most powerful tools of communication in the developing countries, as well as in the developed countries. It can aid in promoting the right things at a right point of time, or can make use of any situation to create disturbance around the people or in the society. Media helps to provide a strong message to the world about what is right or wrong.
Media is present all around us. For example, when we watch the Television; listen to the radio; read books, newspapers, magazines, journals; etc.
The world is making a steady progress towards a better future everyday. But still, people are bound by the social problems and issues directly or indirectly are “ affected by the people,of the people and for the people.”
Media, in general, can be described in simple terms, like a movie was good, the book was sad, or the Internet is informative, and how did we ever live without it! Psychologists, on the other hand, look at media from a theoretical perspective by bringing social cognitive theories to media (which suggests that individuals are proactively involved in their development, and can, therefore, exercise control over their feelings, thoughts, and actions).
In other words, Media Psychology focuses on the relationship between human behavior and the media. It studies the interaction between individuals, groups, and technology, and tries to make sense out of this synergy. As recently as 1950, when television was becoming a popular form of entertainment, media psychologists became concerned about children and their enthusiasm of television viewing and the impact, if any, on their reading skills. Later psychologists began studying the impact of violent television viewing on children’s behavior, and if they were more likely to exhibit asocial behavior.
The current level of media saturation has not always existed. As recently as the 1960s and 1970s, television, for example, consisted of primarily three networks, public broadcasting, and a few local independent stations. These channels aimed their programming primarily at two‐parent, middle‐class families. Even so, some middle‐class households did not even own a television. Today, one can find a television in the poorest of homes, and multiple TVs in most middle‐class homes. Not only has availability increased, but programming is increasingly diverse with shows aimed to please all ages, incomes, backgrounds, and attitudes. This widespread availability and exposure makes television the primary focus of most mass‐media discussions. More recently, the Internet has increased its role exponentially as more businesses and households “sign on.” Although TV and the Internet have dominated the mass media, movies and magazines—particularly those lining the aisles at grocery checkout stands—also play a powerful role in culture, as do other forms of media.
What role does mass media play? Legislatures, media executives, local school officials, and sociologists have all debated this controversial question. While opinions vary as to the extent and type of influence the mass media wields, all sides agree that mass media is a permanent part of modern culture. Three main sociological perspectives on the role of media exist: the limited‐effects theory, the class‐dominant theory, and the culturalist theory.
Media: The Good & Bad Aspects
Media can help to create awareness among the people faster than any other thing. In fact, mass media can have a great impact on peoples’ lifestyles and culture. For example, girls living in a conservative country or girls who are growing up in a conservative culture can be prompted and motivated to wear short dresses by watching TV shows or by following another country’s culture. They might consider by wearing short dresses they can become cool just like the TV personalities they admire.
While the above point stresses on the negative impact of TV, it also have made some positive impact for the society. Through television, one can create social awareness about many social and economical issues like AIDS, Child Abuse, Female Foeticide, and so on which are For example, television channels organizes TV shows like “Satyamev Jayate” which focuses on making people aware of the harsh realities of life. It mainly discusses and provides possible solutions relating to the various social issues of India. It aims to empower citizens with informations. Hence, through this type of shows, many NGOs comes up with the social causes and holds campaigns, demonstration, and protests in order to demand justice.
Even, National TV channels like Doordarshan, DD National used to air shows like “Bharat Ek Khoj” which was an Indian historical drama based on the book ‘The Discovery Of India’ written by Jawaharlal Nehru that covers a 5000-year history of India from its beginnings to the coming of independence in 1947. Hence, media also played an educative role by hosting programs like “Bharat Ek Khoj” in order to enlighten people about their country’s struggle to freedom.
Impact on Politics
Every politician worth his salt needs to jump on the social media bandwagon. This is because social websites have played an important role in many elections around the world, including in the U.S., Iran, and India. They have also served to rally people for a cause, and have inspired mass movements and political unrests in many countries.
Impact on Business
Net savvy companies are using social media to advertise their products, build customer loyalty and many other functions. Interactions and feedback from customers help businesses to understand the market, and fine-tune their products and strategies. Many firms organize contests and give away prizes to enthuse consumers to visit their social website page more often. Compared to television advertisements and other expensive forms of marketing, social media presence is a cheap and effective means to enhance brand image and popularity.
Effect on Socialization
Social networks offer the opportunity for people to re-connect with their old friends and acquaintances, make new friends, trade ideas, share content and pictures, and many other activities. Users can stay abreast of the latest global and local developments, and participate in campaigns and activities of their choice. Professionals use social media sites like LinkedIn to enhance their career and business prospects. Students can collaborate with their peers to improve their academic proficiency and communication skills. You can learn about different cultures and societies by connecting with people in other countries.
Negative Effects of Social Media
Unfortunately, there are a few downsides too to social networking. Many introverts and socially reclusive users place too much emphasis on virtual interaction, and ignore the real world outside. Read on to learn about a few more negative repercussions of social media.
If you are not careful, unscrupulous people can target you for cyber bullying and harassment on social sites. School children, young girls, and women can fall prey to online attacks which can create tension and distress. If you are a victim of cyber bullying, do not take it lying down, but try to take appropriate legal action against the attacker.
Impact on Productivity
Many companies have blocked social networks on their office Internet as addicted employees can distract themselves on such sites, instead of focusing on work. In fact, studies show that British companies have lost billions of dollars per year in productivity because of social media addiction among employees.
Impact on Privacy
If you are not careful, what you post on the Net can come back to haunt you. Revealing personal information on social sites can make users vulnerable to crimes like identity theft, stalking, etc. Many companies perform a background check on the Internet before hiring an employee. If a prospective employee has posted something embarrassing on social media, it can drastically affect their chances of getting the job. The same holds true for our relationships too, as our loved ones and friends may get to know if we post something undesirable on social networks.
Conclusion
Social media has its advantages and drawbacks as revealed in this article. It is up to each user to use social sites wisely to enhance their professional and social life, and exercise caution to ensure they do not fall victim to online dangers.
Sources :-
http://careersinpsychology.org
http://www.business2community.com
https://en.wikipedia.org
Roll No. :- 14
M.A Sem. :- 4
Paper No. : - 15 ( The Mass Media and Communication )
Topic :- Impact Of Mass Media
Email id :- devangibagohil786@gmail.com
Submitted to Department of English Maharaja Krisnakumarsinhji Bhavnagar University
Impact Of Mass Media
What Is Media?
It is one of the most powerful tools of communication in the developing countries, as well as in the developed countries. It can aid in promoting the right things at a right point of time, or can make use of any situation to create disturbance around the people or in the society. Media helps to provide a strong message to the world about what is right or wrong.
Media is present all around us. For example, when we watch the Television; listen to the radio; read books, newspapers, magazines, journals; etc.
The world is making a steady progress towards a better future everyday. But still, people are bound by the social problems and issues directly or indirectly are “ affected by the people,of the people and for the people.”
Media, in general, can be described in simple terms, like a movie was good, the book was sad, or the Internet is informative, and how did we ever live without it! Psychologists, on the other hand, look at media from a theoretical perspective by bringing social cognitive theories to media (which suggests that individuals are proactively involved in their development, and can, therefore, exercise control over their feelings, thoughts, and actions).
In other words, Media Psychology focuses on the relationship between human behavior and the media. It studies the interaction between individuals, groups, and technology, and tries to make sense out of this synergy. As recently as 1950, when television was becoming a popular form of entertainment, media psychologists became concerned about children and their enthusiasm of television viewing and the impact, if any, on their reading skills. Later psychologists began studying the impact of violent television viewing on children’s behavior, and if they were more likely to exhibit asocial behavior.
The current level of media saturation has not always existed. As recently as the 1960s and 1970s, television, for example, consisted of primarily three networks, public broadcasting, and a few local independent stations. These channels aimed their programming primarily at two‐parent, middle‐class families. Even so, some middle‐class households did not even own a television. Today, one can find a television in the poorest of homes, and multiple TVs in most middle‐class homes. Not only has availability increased, but programming is increasingly diverse with shows aimed to please all ages, incomes, backgrounds, and attitudes. This widespread availability and exposure makes television the primary focus of most mass‐media discussions. More recently, the Internet has increased its role exponentially as more businesses and households “sign on.” Although TV and the Internet have dominated the mass media, movies and magazines—particularly those lining the aisles at grocery checkout stands—also play a powerful role in culture, as do other forms of media.
What role does mass media play? Legislatures, media executives, local school officials, and sociologists have all debated this controversial question. While opinions vary as to the extent and type of influence the mass media wields, all sides agree that mass media is a permanent part of modern culture. Three main sociological perspectives on the role of media exist: the limited‐effects theory, the class‐dominant theory, and the culturalist theory.
Media: The Good & Bad Aspects
Media can help to create awareness among the people faster than any other thing. In fact, mass media can have a great impact on peoples’ lifestyles and culture. For example, girls living in a conservative country or girls who are growing up in a conservative culture can be prompted and motivated to wear short dresses by watching TV shows or by following another country’s culture. They might consider by wearing short dresses they can become cool just like the TV personalities they admire.
While the above point stresses on the negative impact of TV, it also have made some positive impact for the society. Through television, one can create social awareness about many social and economical issues like AIDS, Child Abuse, Female Foeticide, and so on which are For example, television channels organizes TV shows like “Satyamev Jayate” which focuses on making people aware of the harsh realities of life. It mainly discusses and provides possible solutions relating to the various social issues of India. It aims to empower citizens with informations. Hence, through this type of shows, many NGOs comes up with the social causes and holds campaigns, demonstration, and protests in order to demand justice.
Even, National TV channels like Doordarshan, DD National used to air shows like “Bharat Ek Khoj” which was an Indian historical drama based on the book ‘The Discovery Of India’ written by Jawaharlal Nehru that covers a 5000-year history of India from its beginnings to the coming of independence in 1947. Hence, media also played an educative role by hosting programs like “Bharat Ek Khoj” in order to enlighten people about their country’s struggle to freedom.
Impact on Politics
Every politician worth his salt needs to jump on the social media bandwagon. This is because social websites have played an important role in many elections around the world, including in the U.S., Iran, and India. They have also served to rally people for a cause, and have inspired mass movements and political unrests in many countries.
Impact on Business
Net savvy companies are using social media to advertise their products, build customer loyalty and many other functions. Interactions and feedback from customers help businesses to understand the market, and fine-tune their products and strategies. Many firms organize contests and give away prizes to enthuse consumers to visit their social website page more often. Compared to television advertisements and other expensive forms of marketing, social media presence is a cheap and effective means to enhance brand image and popularity.
Effect on Socialization
Social networks offer the opportunity for people to re-connect with their old friends and acquaintances, make new friends, trade ideas, share content and pictures, and many other activities. Users can stay abreast of the latest global and local developments, and participate in campaigns and activities of their choice. Professionals use social media sites like LinkedIn to enhance their career and business prospects. Students can collaborate with their peers to improve their academic proficiency and communication skills. You can learn about different cultures and societies by connecting with people in other countries.
Negative Effects of Social Media
Unfortunately, there are a few downsides too to social networking. Many introverts and socially reclusive users place too much emphasis on virtual interaction, and ignore the real world outside. Read on to learn about a few more negative repercussions of social media.
If you are not careful, unscrupulous people can target you for cyber bullying and harassment on social sites. School children, young girls, and women can fall prey to online attacks which can create tension and distress. If you are a victim of cyber bullying, do not take it lying down, but try to take appropriate legal action against the attacker.
Impact on Productivity
Many companies have blocked social networks on their office Internet as addicted employees can distract themselves on such sites, instead of focusing on work. In fact, studies show that British companies have lost billions of dollars per year in productivity because of social media addiction among employees.
Impact on Privacy
If you are not careful, what you post on the Net can come back to haunt you. Revealing personal information on social sites can make users vulnerable to crimes like identity theft, stalking, etc. Many companies perform a background check on the Internet before hiring an employee. If a prospective employee has posted something embarrassing on social media, it can drastically affect their chances of getting the job. The same holds true for our relationships too, as our loved ones and friends may get to know if we post something undesirable on social networks.
Conclusion
Social media has its advantages and drawbacks as revealed in this article. It is up to each user to use social sites wisely to enhance their professional and social life, and exercise caution to ensure they do not fall victim to online dangers.
Sources :-
http://careersinpsychology.org
http://www.business2community.com
https://en.wikipedia.org
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