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Media in the Modern Era Essay

   

Added on  2020-04-21

11 Pages3312 Words209 Views
Running head: MEDIA MATTERSMedia MattersName of the studentName of the UniversityAuthor note

1MEDIA IN THE MODERN ERAEssay 3: Media MattersMedia is a collective communication tool that is used in order to store and deliverdata. It is an important channel of communication in the society like that of newspaper,television and radio. It goes back to the days of the ancient era when cave paintings wereused in order to solve the purpose of communication. The word “communication” has beenderived from that of the Latin root communicare. The importance of media is in the fact thatit addresses a large target audience. Initially, it was used in reference to books along withnewspapers however with the advent of technology it now encompasses the use of internet,movies and television (Van Dalen, de Vreese and Albæk 2017). Media is essential infulfilling the daily needs of man and it proves to be an important factor in shaping the publicopinion. It is the main arm of democracy. It protects the interest of the public againstcorruption and malpractice. Media matters in the modern world as it performs the threeimportant functions- inform, entertain and educate. Life without media is indispensable in themodern world and media matters as it helps people to know about important events going onin the world and at the same time provides entertainment to people. Mass Media plays theimportant role of educating people about important social issues.Information is an important feature in the modern world. Information Society is aterm that is used for a society in which the manipulation of information has emerged tobecome the most important cultural activity. The information society can be contrasted withwith the societies where the economic underpinning was mainly industrial. Machine tools inrelation to Information Society are that of computers and telecommunications instead ofploughs. Marshall Mac Luhan has very aptly predicted that communication media wouldchange the world into that of a “global village”. In Theories of The Information Society,Frank Webster talks about information explosion and examines the post-war theories in

2MEDIA IN THE MODERN ERArelation to information society. The presence of information is visible everywhere and inmodern times life is unthinkable without e-mail or virtual reality.The politicians in the modern age take the advantage of their positions and thus anevil nexus of self-serving political leaders along with crime syndicate is wreaking havoc onthe lives of the common man. The money of the tax payer is being wasted for serving thepolitical gain of the powerful. Media matters as it has an important role to play in the publicand it should serve the broader needs of the society. It is the fourth pillar of democracy. Thejudiciary, executive along with legislature has an important role to play in regard to injusticeand oppression (Lourentzou et al., 2015). Media too has a crucial role to play to ward off theevil factors and malpractices prevailing in the society. It is hence an integral part in relationto human civilization.World Wide Web has led to the emergence of electronic media with the help of whicha common man can express their opinion with the help of blogs and posts. Social media thusserves the need of reaching a diversified industry and carries out campaign against corruptionand nepotism. The original intention of media was in relation to the entertainment of masses.The primary purpose of radio, cinema and magazine was to focus on programs that wereentertaining (Lukin 2013). Growing population along with developing lifestyle has increasedthe demand for entertainment. It helps in informing people about the latest happenings that isoccurring around the world. They cover the different areas of interest like that of politics,fashion and finance. The need for news has risen in the modern age owing to the complexnature of society (Strömbäck, Falasca and Kruikemeier, 2017). Media plays an essential rolein building the nation. It helps in bringing the common man close to their leaders. The mediahelps in revealing important details about political scenarios. Media also plays a pivotal rolein educating the people. There are different agencies in the society that makes use of powerof media in order to disseminate message to the public. It can warn the public against that of

3MEDIA IN THE MODERN ERAthe natural calamity like that of the storm or during an epidemic. The businesses make use ofmedia in order to sell the products. They thus help in enhancing a business. A lot of money isinvested in media in order to market a particular product (Jiao, Veiga and Walther 2016).Media has deviated a lot from its original intention to serve the interests of people.They have moved a lot away from that of serving the audience and is continuously wagingterror campaigns. They promote political candidates that are dangerous and they do notpresent any path to the audience to alleviate them of the horrors of the world. Their soleagenda is to spread their influence in the lives of ordinary people irrespective of the factwhether they are being honest in their principles. They want to move the psychological stateof the audiences towards an emotion of uncertainty and fear (Olteanu et al., 2015). Theywant to spread fear uncertainty along with that of doubt with the help of broadcasting events.Media promotes the source material for the terrorists and politicians. It plays a malevolentrole in the modern society mainly aimed at dividing people who will then be pitted againsteach other. News are delivered using the platform of social media in such a manner that itarouses panic in the people and they would continue to be glued to the particular tv channelfor a long time thus helping in increasing the revenue of the particular tv channel. Newsmedia should help in building up systems that aids co-operation but unfortunately in themodern age in breaks down the will power of the users to unite. It is thus contributing increating divisions in the people. Mainstream media is thus dividing the people into groupsand giving rise to a divisive mentality (Stier 2015). The way things are shown inadvertisements is mainly aimed at attracting people so that they would be lured to buy aparticular product. Wrong facts are often delivered in advertisements that prove to betroublesome for the lives of the common man. The pubic gets seduced by the high soundingwords of the advertisements and are forced to try out the new product. They spread lies andprove to be misleading for the average consumer (Garz 2014). The advertisements have been

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