Exploring the Impact of Shared Media Spaces on Society

The rapid expansion of social media has significantly altered how information is shared and consumed, reshaping traditional mass communication channels. This research investigates the effects of social media platforms like Facebook and Twitter on news dissemination and public discourse. It explores how these digital spaces enable faster information flow, broader audience reach, and greater user interaction compared to conventional media outlets. The study also examines challenges such as misinformation and echo chambers, which arise from the decentralized nature of content creation and sharing in social media. By analyzing empirical studies and theoretical frameworks, this research aims to provide a comprehensive understanding of the dual-edged impact of social media on mass communication.

Running head: MEDIA SPACE
Media Space
Name of the Student
Name of the University
Author note

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Media Space… A “Space” that was created and most of the space exists through
technological advancements. Unlike an office space, Media space as we know it is a non-
physical space, or known as virtual space.
In this paper, the relationship between Consumers and Media Space, how media space
shapes consumers and vice versa will be discussed. Theories surrounding the relationship
between consumers and media spaces will be applied and analyzed, supported by a case
studies and surveys related to the topic.
Readers will take a closer look into the history of online shopping and what brings
consumers with media spaces together, examining the relationship between them. The power
that both consumers and media space posses to the extent of shaping one another and the
significance of the impact they have for one another resulting in the evolution of human
civilizations’ way of communicating and living. In addition, this summary will give readers
an outlook of the future development progression and the pros and cons that come between
Media space and Consumers.
At the end of this paper, a summarized discussions and conclusions will be added, so
that readers will get a better and deeper understanding about Media Space, theories such as
virtual window, digital virtual interaction, media space and media space in society.
The media space in today’s world has properly shaped the way we have acted upon it
and they react to the certain outcomes in our lives as well. The media space has created a
huge impact on the choices that is made by the people in the society. The people in the
society use the media space with the help of different choices that can be available to them.
Advertising is the part of proper communication process wherein it helps in convincing
different individuals in the society to spend the money for the different desires.

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Furthermore, the marketers need to take a proper look at an unique way wherein they
need to target the customers without molding the minds of the customers and this has helped
in changing the uniqueness as an individual in the global world. The behavior of the
customers helps in understanding the decisions made by them in purchasing different or
specific products. Proper media space is essential and it has a huge role in the lives of the
individuals as well in order to get attracted towards the different advertisements that are
posted in the newspaper or through online media as well. It is an undeniable fact that helps in
understanding that media spaces helps in bringing huge impact on the behavior as well as on
the attitude of the customers in the global world.
According to Mattingl et al. (2014), the behavior of the consumers is dependent on the
dynamic interaction of the different cognition as well as affection as well as the
environmental events behavior through which the individuals can conduct exchange aspects
in the lives. Advertising is defined as an accepted part that helps in enabling the applicants in
reviewing the different theories on media space and this will help in understanding the
effectiveness of the media space in the individual’s lives (Mattingl et al. 2014). Media space
helps in defining different and new methods in the communication process with the novel of
unforeseen potentialities and uses.
Communication through the usage of social media is more than face to face
communication and this will have its own richness as well as complexities. Media spaces is
known as the information spaces that has unlimited expansion and includes material spaces
that are traditional in nature such as libraries, school and homes. Furthermore, traditional
media was not able to meet the expectation of the consumers; therefore media space was
developed with virtual cyberspaces. Media space has been established with proper interactive
connection with public as well as information of the new media. There are different
electronic settings wherein group of people can work together even when all the individuals

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are not present at a same place as well as time. In a media space people can create visual and
acoustic environment that has physically separate areas (Santos 2017). However, media space
helps in creating new understanding towards space as well as time that can cross the distance
between time and space. In the new age of media space, the media is the carrier that is present
in the virtual spaces in order to transmit proper information to the general public. In fact,
virtual cyberspaces help in shaping everyday life of the general people as well as the real life
with the help of mobile lives.
According to Schultz and Peltier (2013), the different forms of communication are
reconfigured with the proper advancement of technologies and they are made
effective in nature as well. The mobile lives are built on proper advent of mobile phones as
well as other digital sophisticated technologies. The best thing about Wi-Fi is that it helps in
providing proper network without cable broadband network. The usage of the internet among
the customers has become more convenient in nature on laptops as well as on mobiles with
proper usage of Wi-Fi. In the digital lives of the mobile space, the different places are no
longer a reason to limit the usage of the internet or the media spaces to the public whether the
individuals are at home or to their way to school as well (Singer 2014).
The online companies such as eBay, Amazon as well as Zara are the online stores that
helps in providing different kinds of products and services to their customers through online
and this has been possible due to the advancement in the technologies.
The mobile technologies have intimate relationship with the media spaces in the day
to day life. The individuals consider the smart phones as the media space and there are smart
phones that have a consumer to some extent as well. In today’s world, it is incredible in
nature the level of speed by the media spacesin transmitting the messages to the consumers.
The proper advancement in the technologies help in making the goals achievable in nature as

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these is not achieved by the traditional media. Proper ascertainments has to be made as this
will help in properly communicate and engaging in different activities such as cultural as well
as political exchanges. The media space helps the online stores such as Amazon or EBay
helps in providing proper customer service when the individuals are not present in the actual
place. In fact, the virtual cyberspaces help in shaping everyday life of the individuals as well
as in the real life with the mobile lives more than the traditional media in the different
material spaces as well.
Encoding and decoding theory of Stuart Hill: In this theory, Stuart Hill has helped in
understanding that encoding is a proper process of creating a proper and meaningful message
and this will help in a particular code. On the other hand, decoding is the process of using the
codes in deciphering the message and formulating proper meaning as well. Hall even defined
that encoder is the sender who is seen as the producer and the decoder is the receiver who is
the consumer. Proper reproduction is the action of the consumers in Amazon after receiving
the message. The proper reproduction for H&M is the proper advertisement that is related to
the sale of different products that are brand new in nature and it will help in deciding whether
the consumers will take action for browsing in a store or not (Loader, Vromen and Xenos
2013).
Capitalism is an essential factor that affects the behavior of the consumers. It refers to
the idea wherein consumption drives capitalist economy through manipulating the consumers
to purchase specific goods and services in Zara Fashions or in Amazon. The entire capitalist
framework is generated with determining the proper desire of the individuals regardless of
the actual needs and wants of the consumers.
Dual Coding Theory is the information that helps in creating stronger impression on
different information of the customers. Generally, there are different slogans and images for

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different products that will help in making the customers remember about the different
products. For instance- Weibo is the application that uses a creative image and it helps in
attracting customers sand draw their attention as well. There are different applications but
there are only few who are trying to use the technology in such a way.
Cultivation Theory is an important theory that helps in analyzing the usage of the
media space in the today’s world. The major proposition of the cultivation theory is to
understand the number of individuals who are watching television and believe in the social
aligns with the portraying reality on the television (Weber and Quiring 2017).
Media richness theory is an essential theory in the media spaces as well as this helped
in acting as the framework in the information ability of the medium to reproduce the
information that is sent over it. This is the framework of the communication process that
helps in understanding the information processing theory that helps in understanding the
usage of the media space in the life of the individuals (Jensen 2013).
Two step flow theory is essential and important in nature as this will help in
hypothesizing the ideas that flow from the media spaces to the different opinion leaders and
then to a wider population. The Two step flow theory helps in understanding the influence of
media spaces and the proper usage of media space. Opinion leaders are the ones who interpret
the hypothesis wherein it will help in opposing the deals as well as the opinions in the proper
combination of the sources of media spaces (McQuail and Windahl 2015).
Dependency theory is another essential and important theory in the media space
wherein the theory is grounded on the classical sociological literature wherein the media and
the target audiences have to be studied in context with the larger social systems (Roztocki
and Weistroffer 2015).

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Agenda setting theory is the theory that helps in describing the proper ability of
Amazon as well as the individuals in the organization to influence the salience of the topics
that has to be covered in public agenda. This is the kind of issue that helps in understanding
the issue that is important in nature (Hutchinson 2017).
Spiral of silence theory is an essential theory that helps in understanding the different
processes through which media can publicizes different opinions. There are different
individuals in the society that helps in understanding the perception of the individuals that are
being properly accepted as well as expressed by them as well (Warde 2014).
Media Dependency Theory is the other essential theory that helps in understanding
the different dependencies of the individuals on the media information along with the
meeting of different needs and preferences of the customers as well. In Amazon, the degree
of actual dependence will help in understanding the influence of the centrality of different
information functions as well as other social stability.
Medium theory also known as the channel theory or media formalism was
propounded by Herbert Marshall McLuhan, in the twentieth century. The Canadian
philosopher and professor had claimed that the message is contained in the medium thereby
challenging the conventional definitions. McLuhan stressed on the fact that the channels
differ in terms of how they alter and awaken the senses and thoughts of the individuals. He
popularized the notion that the channels provide a strong force that have to be comprehended
to gain knowledge on the fact as to how the media might influence culture and society. The
theory focusses on the characteristics of the medium. In case of the medium theory, a
medium refers not only to the newspapers, digital cameras or the internet, it involves the
symbolic environment of a communicative act. The thesis of the Canadian philosopher
portrays that people may adapt to their environment through a particular ratio or balance of

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the senses. He further suggests that the sense ratio is brought about by the medium of a
certain age and thus affects perception. In case of the online retailer Amazon, the medium
theory seems to be aptly applicable.
Theory of libertarianism or the free pass theory is another theory based on the media
spaces. According to this theory, the absence of restraint is advocated. The theory mainly
focuses on the rights of an individual (Bailey 2012.). This theory has its roots in the
seventeenth century. During that time, the printing press in England had made production of
several copies of the same document or books possible at cheaper rates (Rosenberry and
Vicker 2017). The followers of this theory regard the state to be a major source of
interference to the property and rights of an individual. This theory granted the will of the
people more priority over the power of the state. The theory was advocated by the early 16th
century philosopher Lao Tzu, the English philosopher John Locke in the 17th century,
the17th century English poet and polemicist John Milton and the essayist John Stuart Mill.
The theory of Soviet media or the communist theory is based on the ideologies of the
philosophers Marx and Engel. This theory propagates the notion that ruling ideas are nothing
but the ideas of the ruling classes. The theory proposed that media spaces should be targeted
only at educating the huge masses of the employees (Hanson 2016). The theory should not be
targeted at disbursing of information. The theory invited feedback from the target audience so
that it could deliver to the needs of the public. According to Lenin, private ownership is
incompatible with the freedom of press. He further opined the technological medium of
information should be controlled to effectively enable the press freedom.
The development communication theory suggests that no development can be
brought about without the presence of communication (Rice and Atkin 2012). According to
the concerned theory, the media was assigned the role of performing the programs that could

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bring about positive changes in the development of the state. In the process it accepted the
instruction given and the restrictions imposed by the State. The media was subordinated to
the needs in the social, cultural, economic and political spheres of the state (Lee and Ma
2012). The developmental journalism was given more stress upon in this theory of media
spaces.
This uses and gratification theory was propounded by Katz in the year 1970. This
theory concerns itself with the process of using media for the gratification of the needs of the
public. This theory puts forward the fact that people may choose the topics that they want to
see or hear. Thus it is on the part of the media houses to compete with each other in order to
satisfy the needs of the target consumers.
Advertising is the indispensable part of the media space that is the propaganda in
order to constantly transmit the different kind of messages to the public. Furthermore,
advertisements will have huge impact on the change of behavior as well as attitude towards
the customers for the different products or services bought from Amazon or Zara. There are
different consumers who feel that advertisements is ubiquitous in nature and they occupy the
space any time as well as anywhere whether they are properly using social media
applications.
Media spaces have created great and huge influences on the interpersonal
relationships wherein mobile media has changed the development of the relationships
between different individuals. The interpersonal relationships among the individuals can be
better and it helps the individuals in communicating properly through multiple forms of the
social media as well (Tannenbaum et al. 2015).
From the different theories, it can be analyzed that there are different companies who
use social media in order to shape the thoughts of the consumers in order to achieve the goals

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of the consumers. The effects of the celebrity is one of the famous marketing tools in the
media space as this will help in promoting popularity as well as the awareness about
different brands. According to Ngai et al. (2015), in the today’s world, the society has already
emerged a proper mobile life in the global world wherein people cannot imagine their life
without mobiles and internet. There are different techniques that are applied in media space
such as AI is widely used in the messaging space. The technology is in store and is increasing
everyday rather than the sort of garnish initiatives that has been seen till date. Proper
designing of the voice interface is necessary as this will help in using proper advanced
technology. Amazon’s echo device that is featuring Alexa is the one that are playing in this
particular media space as well. The digital realities will help in steaming forward as this will
help Amazon and Zara fashion online stores in becoming more diversified in nature that is
occurring due to media space.
The online shopping is the main activity for the consumers in media space. The total
monthly trade amount of Amazon as well as EBay is incredible number that cannot be
imagined as well. Online shopping helps on satisfying the customers as well as analyzing the
needs of the customers as well. Online shopping is cheaper and faster in nature than go to
window shopping. Online shopping has become a habit for the consumers and this is possible
due to the media space. Similarly, the mobile lifestyle of the individuals cannot be without
the travel. Media spaces help in making travelling more easier in nature due to the mobile
lifestyle.
There were different surveys that have been conducted by the individuals wherein it
was found that the internet is a part of life of more than 80% of individuals and the lifestyle
of the mobile helps in influencing the life of the different customers in many ways in the
media spaces. The new media space helps in creating new interpersonal relationships wherein
the people of the entire society can shop online as well as there are different other advantages

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of the social media in the lives of the individuals. The media space has made the ways of
communication globalized in nature as well (Spruijt et al. 2014).
The advanced usage of the media spaces help in globalization wherein the goal
traditional media cannot accomplish such goals. The different functions that are used by the
consumers are included in the smart phones as media space is no longer of a distance of space
and time. The communication media space helps in removing the different restrictions of the
particular region. Furthermore, the languages are no longer the barrier of the communication
process due to the usage of media spaces. On the other hand, online shopping is the main
activity for the consumers in media spaces. Media spaces helps in making travelling more
easier in nature but the mobile spaces helps in making the reservation of the flight tickets
properly without much difficulty in such cases (Galician 2013).
Therefore, it can be inferred that media spaces help in shaping the life of the
consumers. There are different theories that helps in showing that advertising helps in
constantly transmitting the new kind of information to the consumers for shaping the attitudes
as well as behavior of the individuals consumption. The media spaces have definitely
changed the lives of the individuals and it has made the life simpler and easier in nature. The
rise of the intensively mobile society helps in reshaping the everyday activities.
The media spaces helps in expressing different forms that will help in making
individuals a part of them and mix with the different social reliabilities. In the coming future,
media spaces will help in sustainable growth of the individuals and it helps in playing a
significant role in order to shape the customers in the entire society.

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