Modern Mass Media 1: Modern Mass Media Student's Name Institution Affiliation Course Instructor Name Due Date
Modern Mass Media 1: Modern Mass Media Student's Name Institution Affiliation Course Instructor Name Due Date
Modern Mass Media 1: Modern Mass Media Student's Name Institution Affiliation Course Instructor Name Due Date
Student’s Name
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Mass media refers to a various range of media technologies that influence an enormous
audience by way of mass communication. Under mass media we have broadcast media, digital
media, and internet media on one hand and on the other; we have outdoor media and print media.
A good example of broadcast media is television and radio. Internet media encompasses services
like email and websites, outdoor media transmit information via billboards while print media
entails information transfer via newspapers, magazines among many more others.
The decisions made for advertisements heavily rely on the way mass communication is
perceived in terms of functionality and criticality. In the functional aspect, there is
commodification of symbolic forms. The production of materials depends on the its ability to
manufacture and sell large quantities of the work; as radio stations rely on their time sold to
advertisements, so too newspapers rely on their space for the same reason. Critically, there is a
difference in existence in the context of information between the production and the reception. In
the social aspect, we talk about information distribution. A one-to-many form of communication,
whereby products are mass-produced and disseminated to a great quantity of audiences. The
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three aspects immensely contribute to the decisions made by advertising companies because they
are directly involved in the whole process of advertisement.
Media technology has had both negative and positive impacts on the culture and society
of today. The good news is that the merits outweigh the demerits. One advantage that comes with
media technology is raising the standards of living of people in the society. This is because of the
introduction of online shopping and up-to-door delivery services. This has eased matters since
people do not have to visit different shopping centers that are sometimes far apart. Online
shopping gives one a chance to select all he wishes to buy and then they are delivered all at once
at the door-steps. A common disadvantage of the technology is the introduction of video games.
These games have led to addictions especially among the youths and hence they will spend many
ours on the screens of computers just playing games. This promotes laziness in the society but
everyone is embracing it anyway. The older forms of communication have lost value since the
emergence of the new media technology into the market because they are found to be slow and
provide poor quality output
Advertising is the action of calling public attention to an idea, good or service though
paid announcements by an identified sponsor. On the other hand, propaganda is information used
primarily to influence an audience and further an agenda, which may not be objective and may
be presenting facts selectively to encourage a particular synthesis or perception, or using loaded
language to produce an emotional rather than a rational response to information presented. We
also have promotion strategy and advertising strategy and their difference is; while advertising
strategy is a plan to reach and persuade a customer to buy a product or service, promotion
strategy is designed to inform, persuade or remind target audience about products.
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References