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Role of media in Society PDF

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Added on  2021-06-17

Role of media in Society PDF

   Added on 2021-06-17

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ROLE OF MEDIA ON SOCIETYName of the StudentName of the UniversityAuthor Note
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INTRODUCTIONDigitalization is changing the ownership of media. Traditionally, the media production and content was a government preserveToday, digitalization -production of media content is in public hand. For instance, anybody having a smart phone, or a laptop today can produce media and distribute widely In the presentation we will look into different theories and the roles they play, and will tell us how information affects the daily lives of consumers and the argument that it has disrupted politics, education, and threatens the existence of democracy.
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INFORMATION (INNOVATION) DIFUSION THEORYThis theory was developed over 50 years ago by Everett Rogers, this theory is divided into 5 different categories that explains how innovation gets adopted over time. They are categorized by the time it takes them to adapt to a new innovation and these categories are as follows; 1) The Innovators consists of 2.5%2)The early adopters consists of 13.5%3) Early majority consist of 34%4) Late majority consists of 34%5) laggards consists of 16 %Change agents are those who directly influence adoptersThe theory is however limited due to underestimation of power of media The strength of the theory Includes incorporation of huge amount of empirical results inuseful theory
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SOCIAL MARKETING THEORYThis is the integration of mass communication theories and principles that promote socially valuable information and socially accepted behaviors. It also focuses on increasing effectiveness of mass media based information campaign through understanding and manipulating aspects of social and psychological factors.One of the first steps in creating ideas is Saturation advertising. Targeting is another way to engage with a specified audience through the most available channel .(2) Methods for targeting messages at specific audience segments most receptive or susceptible ((targeting))(3) Methods of reinforcing messages within targeted segments and for encouraging these people to influence others through face-face communication (( visit by change agent, group discuss, door to door))(4) Methods for cultivating image and impressions of people products(5) Methods for stimulating interest and inducing information seeking by audience members (( dramatic events to cause attention))(6) Methods of activating audience segments, especially those who have been targeted buy the campaign((free services, free goods, free transport))
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