Whilst it is generally accepted that Hollywood films may desensitise children to the consequences of violence, we shou... ... middle of paper ... ...dia and the way it reacts is especially important in society today. Everyday, interpretations of texts are made available to us in the form of mass media such as newspapers and television and it is in our interpretation of these media texts where the basis of public opinion is formed. In summary, the study of media is a crucial tool for regulating what is said and what should not be said. It gives us the power of choice and the power to question. Its main concern is with helping us develop an informed and critical understanding of the nature of media, the techniques used, and the impact of these techniques.
The rise of consumerism can greatly be dependent on the media perpetuation of ideologies supporting certain goods and services that are then adopted by the society. In so doing, they create ideological frameworks in the society and influence people to choose their ideologies and adapt to them. Continuous exposure of a person to the media has great influence on their beliefs, values and identities. These systems of thoughts and believes are reinforced by the external inputs that are mostly socialization agents like family, friends and even the media. People have identified themselves with the media and they are adopting their ways of lives and thinking from the media.
The more exposure an issue gets, the more likely an individual will recall or retain the information in their minds. With these three factors played out systemically the media, our opinions are constantly being influence and shape by them. As quoted by Walter Lippman, “what we know about the world is largely based on what the media decide to tell us” (McCombs).
Indeed, popular culture is also afforded power and agency within society, as it can determine common and accepted aspects of a national and global culture. John Thompson (1995, p4) argues that the “communication media” holds significant power. He argues that the media possesses considerable influence in modern society, therefore providing the media with significant agency (Thompson, 1995, p10). Thompson (1995, p5) argues that the communication media has been a powerful force behind social interaction and relationships, formulating new “ways of relating to others and to oneself” (Thompson, 1995, p4). Indeed, in the ‘Digital Age’, Thompson’s argument can be compared to the power of media in the world of the Internet, highlighting the formation of new social interactions in a place in which individuals do not have to be physically present to communicate and debate.
First, it has the objective of describing the social world in the most possible detailed way. Second, Sociology can help to understand the social world and what why and how specific patterns happen. Third, the use of Sociology to influence and improve the social world in which human beings live. Finally, sociology offers a distinctive way of seeing and understanding the social world. To make it possible, sociologists have needed to develop sociological imagination, which is the sociological way to look at the world and make connections between individual issues and trends that are present in the whole society.
Media is one of the important pillars of human living in the contemporary world. Different significances have been attached to media depending on the impact experienced by different individuals. In explaining this social phenomenon about media relating to societies and culture, various theories have been put forward to increase understanding and relevance. In context is the understanding of uses and gratification, cultural imperialism and convergence theories towards understanding a personal connection to media. According to Blumler and Katz, the theory on uses and gratification relates to how people make choices to seek certain media sources in satisfaction of needs.
The study of sociology has leads to a greater understanding of how individual and groups interact at the local, national and worldwide level. The study of sociology has provided valuable understanding how human behaviour is shaped and influenced by the societal forces of group interaction. Sociologists study people as they form groups with one another. Also sociology places special emphasis on studying societies, both as individual entities and as element of a global perspective. The meaning of sociological theory A sociological theory is statements of why and how particular facts about the social world related.
Also, our society plays a major role in our actions to situations and is more influential than our individual decisions. To encapsulate, we sew our obstacles by fueling our actions with the deepest thoughts of our mind as a consequence of our interactions with the society by the influence of mass media.
As “gatekeepers” of the news, this means that UGC complicates the job of journalists by making it difficult to verify its content. An authentic and reliable journalist encompasses the professional norms of credibility, authority, and accuracy. However, with the rampant use of UGC in the digital media environment, these three important values are jeopardized when diverse voices are enabled to be heard, challenging what journalists say or write. This counteracts the three theories discussed in the sociological approach of media influence, as UGC is often argued as “free speech” (Singer) for the public, greatly expanding the circle of media producers, as opposed to the elite. While the threat to authority remains a big concern, many believe that challenges to factual
This can be interpreted as receivers of information need to have a structured, well-defined scheme of information. This structured, well-defined scheme of information causes the media to pick and choose information that it feels is relevant to the audience. This is where agenda setting presents itself. In conclusion the media affects us in many ways. Everything we do is a result of the media such as watching TV, reading the newspaper, surfing the internet just to mention a few.