Impact of Internet-based Media on Society

Running head: INTERNET BASED MEDIA
INTERNET BASED MEDIA
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INTERNET BASED MEDIA1
Rasmussen, T. (2013). Internet-based media, Europe and the political public sphere.
Media, Culture & Society, 35(1), 97-104.
The effect of technology in the mass media is a subject for intense attention because
depending upon the technological development, the internet based advertisements and media
activities are increasing. In this particular paper by Rasmussen (2013), since 1990s
superfluity of internet based media has proved that the [popularity and attraction to the news
and mass media has not been exhausted. This type of mass media as relates to the internet
system, has democratised the access to the media for the people. It has been applied to the
internet based mass media and given it a more dispersed structure. The role of the mass
media in the modern public sphere has been changed with the mass media being guided by
the internet followers. In addition to this, constant structural transformation of this public
sphere has been propelled by the internet media.
From this paper it has been seen that media has been democratized more than
expected in the era before internet. This has enhanced the legitimacy of media making the
news more accessible to the common people in all over the world. With the expansion of the
public sphere, the politics and freedom of expression has increased that made the mass media
more transparent.
Helal, G., Ozuem, W., & Lancaster, G. (2018). Social media brand perceptions of
millennials. International Journal of Retail & Distribution Management, 46(10), 977-998.
This article has focused on the growth of social media in the category of internet
based media which has revolutionized in technological millennial approach to the
communication. The social media has matured to the prime channel for the regular
development and interactions of the brand and customer relationships which enrich the social
identity. This paper has applied the social constructivist perspectives that helped the author to

INTERNET BASED MEDIA2
adopt the inductive as well as embedded case study strategies. This article by Helal, Ozuem
and Lancaster (2018) has found out that the social identity theory can effectively help in
understating that evolving social media platforms affect to create the efficient brad
perceptions. This paper is focussed on the growth of fashion brand through marketing the
mass media of internet and found that the multinational corporations have started to embrace
the internet technologies for adopting the platforms.
From this article it has been understood that the social media is playing a vital part as
mass media through internet service. Unlike other mass media verities, these are effective to
create dependable image of the brands in the minds of the people. It has rightly captured the
dynamic nature of marketing and revolutionised approach to communication
Zakharova, M., & Demina, L. (2017). Media competence of modern society: experience
and trends. Historical and Social-educational Ideas, 9(1/1), 139-144.
In this article, the system of mass communication has been described in detail.
According to the authors Zakharova and Demina (2017), the system of mass communication
in the modern society has found the way for improving media technology. This focuses on
the requirement of advanced users of information culture as well as mastery of the particular
competencies. There has been a necessity for daily searching, processing, selection and
analysis of the information for which the mass media is depending upon the technological
advancement there are various methods as well as strategies which help the people to get
access the source of information. It can be print media, digital or oral, but all of those are
using technological growth of the countries for getting access to information. With the
increasing role of information in functioning and development of the modern society, the
analysis and experiences for the system if the formation of culture media is increasing.