The Impact Of Media On Mass Communication Essay - 1806 Words

Media Communications Question 3a. Mass commuincation is the exchanging of information or messages on a large scale to a wide range of people, from individuals to organizational bodies simultaneously. The way in which mass communication is effectively accomplished is a very complex study. These days there are various methods and outlets used to circulate mass media. Particularly the last couple of decades, the Internet has predominantly played a massive role in mass communication, this used in conjunction to newspapers, magazines, radio, television, books and film. Mass media industry was in for significant change post World War Two, researches found mass communication a promising tool to aid change in society. Paul Lazafeld initially developed the ‘Two Step Flow of Communication’ during this time, which was to be later defined by Elihu Katz. The two-step flow is essentially the idea that the majority of society forms their opinions from leaders, who have previously been influenced by mass media. (Lazarsf eld Katz, 1955) According to this model, leaders viewpoints have a flow on effect, dispersing from the mass media itself to opinion leaders, then progressing onto the wider population. There have been multiple studies into mass communications which all give evidence how the ‘Two Step Model’ was a signifcant advance in the role of mass media , this essay will particularly look into three studies, The Peoples Choice study (1944), the War of Worlds (1938) and the DecaturShow MoreRelatedMass Media And Its Impact On The Field Of Communication3001 Words   |  13 Pagesand evolution in the field of communication. It was an era when televisions were introduced. They formed a major source of entertainment, news and advertising. 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To comprehend broad communications totally, the concentration must move toward the real improvements in the advancement of mass mediaRead MoreCulture and the Mass Media1400 Words   |  6 PagesImpact of Mass Media on Enculturation The mass media and culture go hand and hand in today s society. The American culture thrives on the Mass media and this has become American culture today. â€Å"Mass media is any medium used to transmit mass communication. Until recently mass media was clearly defined and was comprised of the eight mass media industries; books, newspapers, magazines, recordings, radio, movies, television and the Internet (Lane, 2007).† The mas media is no longer simple to defineRead MoreWhy Is Medium Is The Massage Essay1528 Words   |  7 PagesWhy is Medium Message? Marshall McLuhan, a technological determinist, says in his book ‘Medium is the massage’ that the most widespread modern media influence how humans think, act and perceive the world around them. He states that the medium significantly influences the message that people will receive, and thus, the same message is perceived by the same individual in several ways if he receives them in a different way. The expression the medium is the message means that recipient receives messagesRead MoreMass Media Usage813 Words   |  4 PagesIntroduction to Media Industries Media Visualization Essay Media Usage Mass media has become a powerful tool in shaping our culture, and is largely reflective of our society today. According to our text book and class lecture notes, mass media can be loosely defined as the technological vehicles through which mass communication takes place, along with the industries which control them. Over the years, mass media, has had a profound effect on American society, on its culture, and on the individuals