Abstract In our democratic society, mass media is the driving force of public opinion. Media sources such as Internet, newspaper, news-broadcasts, etc, play significant roles in shaping a person’s understanding and perception about the events occurred in our daily lives. As long as the newspapers, internet, network television, etc, continued to be easily accessible to the public, the media will continue to have an influence in shaping its opinions. Factors such as agenda-setting, framing and priming help shape the public opinions. Agenda-setting is when the media focuses their attention on selected issues on which the public will form opinion on, whereas framing allows the media to select certain aspects about the problem and then make them appear more salient.
Much of what we know about the world, beyond our immediate experience, comes to us through the media. Media studies gives us the tools to respond thoughtfully and critically to media content, and recognise media productions as deliberate constructions rather than windows on reality. The ‘mediated’ society in which we live, is heavily shaped by the transfer of information. Many of our values, our ideas, and our knowledge of the world come from beyond our individual daily or immediate experience, usually via the media. They play a vital role in democracy, shaping citizens' understanding of social and political issues and functioning as gatekeepers through which issues, and events must be passed.
Therefore, an understanding of popular culture and media, particularly its benefits and downfalls, cannot be achieved without a comparison to modernity and the process of modernisation. It is evident that popular culture and media, in regards to modernisation, act as positive and negative influences on contemporary society. Although the concepts are attributed as influencing constructive societal change, it can also be argued that the models are responsible for many aspects of society that need to be altered.
Television is one of the popular mass me... ... middle of paper ... ...erently by each individual depending on their interests and depend of society’s ability in using information coming proportionally. The most contrasting impact is felt among the community is changing lifestyles and patterns of behavior which society requires to be versatile instant, causing a shift of cultural values in public life. Mass media presence is felt more influence on the younger generation who are in the stage of self. The information received from the media is affecting the social and cultural life of a society both in the perception of his attitude and behavior. Mass media has created a new culture that wants the public to adjust to the culture.
Media has become a dynamic influence on our distorted perception of our bodies, minds, and spirits. The constant exposure of media portrayals is a significant force in modern culture. Individuals are frequently being bombarded with images and messages from media sources such as TV, Billboards, and Magazines instructing them on what it means to be and feel inclusive to our society. Socialization based upon influential portrayals of media can lead to misinformation that contributes to racism, sexism, and class oppression (Affects of Media on Society Research Paper). A major concern for society, today, is that media controls the vast amount of our daily lives.
They play key roles at the political level through their communication materials, as they play an influential role in political decision-making process. Multiple roles, as we do in contemporary political life, the media intervenes in the formation of concepts and perceptions of people toward the truth. It also provides awareness to people with political experiences which through it, the public opinion is formed in the Domestic and international societies. This is no doubt the reason that modern societies have become totally dependent on mass communication in the transfer of communication messages to be delivered to the masses, it plays this role of governmental and non-governmental organizations with the assistance of advanced and effective devices on top of it like press, radio, television, movies and
They can form or modify the public opinion in different ways. Pakistan media influenced the public opinion by repeated telecast of video clips whether it’s right or wrong. Even the government candidates who can pay more to media have more influence on public opinion and thus can receive more votes. Power of the media can transform the whole society especially in developing countries, it can be used as a 'weapon of mass destruction’. But the most important use of media is to educate the people about the basic human rights.Education and discipline is key to progress.
Media is an important source of information for most people that describes and interpret the events of public life (Callaghan and Schnell 2005). Misrepresentation of events and bias of the media can have major influence on the public perception of an issue and even influence (inter) national assistance and aid (Garner 1996; Entman 2004; Tierney et al. 2006; Kolmer and Semetko 2009).It has been argued that objectivity is difficult because for example: training, upbringing, cultural orientation tend to influence how people report and analyse events (Severin and Tankard 2001). The importance of the role of media in times of war, political conflict, crisis and disaster events has been the subject of many different studies (Garner 1996; Entman 2003; Entman 2004; Alozie 2005; Tierney et al. 2006; Kolmer and Semetko 2009; Lewis and Reese 2009).
But effects of these functions are multidimensional in modern times. It has provided awareness about the whole world. In twenty-first century, media has a tendency to shape political, economical and social values of an individual. Moreover, media has eliminated the boundaries of information, so that a person can become an active citizen of the global economy. Hence, it is logical to state the media has become a basic need of human civic life.
It is apparent that the mass media plays a vital role in developing and reflecting public opinion, connecting to the world, to individuals and replicating the self-image of society. This suggests that the media has a direct influence on society and culture and without the media, we would be oblivious and unaware of what is taking place within society and around the world.