Media is a very important aspect in today’s society. It has a distinctive role in society which can change the views of an individual whenever and is now needed to help society function. Globalisation is also more relevant in today’s society then in the past, globalisation is when an institution develops internationally. Almost anything can become global businesses to culture. However the one major institute that is most definitely global is the media.
Popular culture and media are deeply ingrained in contemporary society. Influenced heavily by modernity and the process of modernisation, the importance of these models is constantly changing. Indeed, the power and agency afforded to the media and elements of popular culture are similarly evolving, as the society they represent evolves politically and economically. Walter Cronkite argued that the task of a journalist is “only to hold up the mirror, to tell and show the public what has happened” (Groeling, 2008, p633). However, this concept applies wholly to media and popular culture as well, as ultimately these cultural phenomena are reflections of the society they are intertwined in.
With advanced communication technology transforming our world into a more globalized society, public relations practitioners will have to understand how media system and cultural differences vary in different countries use communication technology to their advantage, and help shape more stances on global issues. Global media and communication technologies impacts a public relations practitioner because of the timeliness and transparency news media has. Not only does a PR practitioner has to master advancing technologies but they must understand and react to the speed at which we get the news. Technology has changed the way our society views the news, how much news we consume, the channels and methods of which we receive our news, and the expectation of the speed and coverage we receive. Technology has made it difficult for governments to control the news.
The Mass Media is a unique feature of modern society; its development has accompanied an increase in the magnitude and complexity of societal actions and engagements, rapid social change, technological innovation, rising personal income and standard of living and the decline of some traditional forms of control and authority. There is an association between the development of mass media and social change, although the degree and direction of this association is still debated upon even after years of study into media influence. Many of the consequences, either detrimental or beneficial, which have been attributed to the mass media, are almost undoubtedly due to other tendencies within society. Few sociologists would refute the importance of the mass media, and mass communications as a whole, as being a major factor in the construction and circulation of social understanding and social imagery in modern societies. Therefore it is argued that the mass media is used as “an instrument”, both more powerful and more flexible than anything in previous existence, for influencing people into certain modes of belief and understanding within society.
In the last two decades, the influence of globalization has been rapidly growing through the use of technology, media, communications, transnational corporations, and advances in social relations. With the increase in social relations and advances in technology, this allows citizens across the world to connect and interact, allowing barriers to break down and slowly emerge. The source we are currently met with and are analyzing, proposes that globalization has a negative impact on identities of human beings. Regarding media, culture, beliefs, systems, judgements, and social interactions, globalization can be seen from both lights, positive and negative since it can help spread innovative ideas but also contribute to the process
In terms of documentaries, their key issues are how to represent reality as accurately as possible, thus e... ... middle of paper ... ... globalization, especially in a cultural sense, almost contradict themselves. "Globalization" is a complex phenomenon, uniquely marked with two opposing forces. On one hand, it is characterized by massive economic expansion and technological innovation. On the other hand, there is an increased inequality, cultural and social turmoil, and individual alienation. One of the most seemingly logical methods to help the "international" attitude towards globalization and the media is to let every culture have the opportunity to subjectively represent their cultures and means of technological support.
Mass media has the power to both create and destroy almost anything. The information mass media provides is interpreted differently by each individual, and how this information is utilized can create impactful results—both positive and negative. Information generated by mass media has and is affecting the development and effects of media, the economics, and the changes being made in society through social change by altering the consumer’s attitudes and behaviors, and their overall perception of society as a whole. Sure, the influence of the mass media can be indirect and difficult to monitor, measure, and understand at time; but, mass media is an important instrument to be used in continuous efforts to improve people 's quality of life. That is why the profound and vast influence of mass media and the role it has in modern democratic society needs to be taken into consideration, as each individual has become more reliable on consulting the media to satisfy their constant wants and
Are media geographies de-territorializing? The development of science and technology has aided the process of globalisation, advanced forms of communications has allowed the efficient transmission of information and knowledge across boundaries, consequently effectively dissolving the old structures of national states and communities. However, with the course de-territorialization there is also evidence of the medias growing efforts of localisation and the formation of culturally and regionally specific identities. The media as an institution is also steadily becoming hugely influential in the economical structure of capitalist society. ‘the necessity of rethinking our sense of place in the context of the transformations and destabilisations wrought both by the forces of economic globalisation and by the global media industries.’ (Morley 2000:5).
Conclusion Mass media today is the tool, the vehicle which creates, alters and defines the social and cultural patterns of the post-modernist societies. With globalization turning the world into a global village, the mass media has created a well-informed, politically, economically and financially sound society which has seen a disintegration of traditional norms and value systems to pave way for new ones. However, there is no denial of the fact that gender and racial stereotypes, altered patterns of communication and emergence of marginalized societies are also products of mass media and centralization of power.
Additionally, celebrities have become key feature and products of the. The ideal and definition of a celebrity has changed over decades to become a more powerful and influential figure. Media is undoubtedly an influential source in todays’ society. The technological savvy society is cause for greater focus to be placed on media as examples of acceptable conduct or attitudes, as well as an outlet for important current affairs in society. Traditionally, the development of media began in 15th century, which was established from the successful creation of the printing press, which enabled information to be distributed in society in writing.