In-depth Report on Media Communication and Society: Current Trends

This report provides an analysis of media communication and its interplay with society, focusing on the profound changes occurring in the digital age. Part 1 delves into the design of a media product (a blog), offering a written analysis and commentary, exploring suitable media platforms, identifying the target audience (youngsters), and discussing effective communication strategies, along with the impact of digital media on social activism and democracy. Part 2 examines the role and impact of media in the 21st century, addressing contemporary issues related to digital and social media, and includes a reflection on personal media use based on a semester-long media diary. The report concludes by emphasizing the significant role of media in education, entertainment, and knowledge dissemination, while also acknowledging the challenges and issues arising from its pervasive use.

Media Communication
and society

Table of Contents

PART 1............................................................................................................................................3
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
A written analysis and commentary on media product....................................................................3
Media platforms for product.......................................................................................................4
Target audience for product........................................................................................................4
Effective ways to communicate the message to audience..........................................................5
Digital media, social activism and democracy............................................................................5
REFERENCES................................................................................................................................7
PART 2............................................................................................................................................8
INTRODUCTION...........................................................................................................................8
Role and impact of Media in the 21st Century world.......................................................................8
Power in and around media.........................................................................................................8
Contemporary social issues with digital and social media..........................................................8
Reflection on media use on the basis of media diary over semester...........................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

PART 1
INTRODUCTION
The concept of media, communication and society primarily concentrates on the interplay
of the media as well as communicative forms along with the societal contexts. Presently, these
types of processes are undergoing profound changes for a wide number of reasons. The media
can influence, manipulate, pressurise and persuade society, together with even controlling the
world at times in both the favourable as well as unfavourable ways in the form of mentally,
emotionally and physically. Communication and society concentrates on the social as well as
cultural contexts of the communication, specifically organisational and intercultural
communication (Djafarova and Trofimenko, 2019). This part is based on the designing of a
media product which could be presented on a particular online media platform. Within this part,
there will be a written analysis and commentary on the media product. Along with it, this part
also includes different media platforms for the product, target audience for product, effective
ways for communicating message to audience as well as digital media, social activism and
democracy.
MAIN BODY
A written analysis and commentary on media product
The media product that is chosen in this section is BLOG which is a website on which someone
writes regarding the personal thoughts and opinions, experiences and activities. The Blog is
considered as an online journal or an informational website that displays the data or information
in reverse order as per the time with the recent posts appearing first at the top. It is considered as
a platform where a writer or a group of the writers share and express their thoughts and views on
an individual subject. The aspect of Blogging refers to the photography, writing as well as other
media which is self-published online. This process started as an opportunity for the individuals in
order to write diary-style entries (Hashmi, Rashid and Ahmad, 2021). This media product
facilitates in improving the customer relationships. People trust the written word and blogs assist
in improving the level of trust towards the society. Blog is chosen as a media product because in
modern time, it is considered as a good example of how innovations in technologies can create
new forms of the culture. The blogging communities can cross-vast geographic distances which

link people who might not ever meet face to face. The perspective of blog has changed the
society as it has modified the ways of conducting the businesses and the process of getting
socialise. This has also helped in encouraging some of the people to learn unique skills like
uploading, typing and multitasking with the varied screens. It has even transformed the way
through which life is experienced by the people of society. The media product of Blog will allow
the individuals within the society to share the information or message regarding the particular
topics and things and also permit the people of society in sharing their opinions as well as
thoughts on the specific topics (Kilgo and Mourão, 2021). Having a blog will provide assistance
to a person in learning what other people wants to know from it and what they relate to. Within
the chosen media product, the purpose of the blog is to give content on its website which answers
the potential queries of the different people and will also facilitate in learning regarding the
things. This media product will also offer an opportunity to the people of the society for the
purpose of sharing as well as talking regarding the different channels of the social media.
Media platforms for product
Media platforms are those platforms, standards and technologies which permit the writers or
other media producers as well as readers and other users of media for the purpose of interfacing
in a more effective and efficient manner. In context to the media product of Blog, there are
different media platforms and these include Facebook, Instagram, Tumblr, Twitter, Reddit,
LinkedIn, Last.fm., Myspace and many more. These platforms will allow the user for publishing
a post, displaying the date that the post was get published along with assigning a particular
author who is assigned to the post (Krämer, B., 2018). These different types of blogging
platforms also permit the users to tag the content with the particular categories and also creating
it simpler as well as easier for the purpose of searching for all the posts on the topic within the
blog. For example, Facebook Notes will allow the people to blog directly on the most famous
and effective social media platform within the world where a large number of people along with
the society and community for the message already exist.
Target audience for product
Target audience is defined as the particular group of the people who are most likely to
want the things and hence, these are the group of people who should see the advertisement
campaigns. Target audience may be dictated by the gender, location, income, age, interests or a
myriad of the other different constituents. These types of audiences are usually associated with

the marketing message of a thing that highlights the benefits and features of the different aspects.
In context to the Blog which is chosen as a media product, the target market is youngsters. The
benefits of blogging are tremendous especially for the youngsters as they can develop more
improved writing skills that will get stick with them for always. The thinking muscles of the
youngsters will also be in continuous development and these target market will also provide
assistance in developing a better understanding of the world which surrounds them.
Effective ways to communicate the message to audience
Being able to communicate effectively is perhaps considered as the most significant of all the
types of life skills. It is what enables an individual or people of society to pass the information to
the other people as well as to gain the understanding regarding what is said (Quan-Haase and
et.al., 2019). There are a large number of effective ways through which the message can get
communicated to the audience. Some of these ways include social media platforms, video
conferencing, telephone, in person, email, text and many others which will help the chosen
media product of Blog in communicating its information to the audience. The strategy of video
conferencing facilitates a blogger in improving communication, building relationships, saving
money and time, improving efficiency and productivity. This strategy explains online meetings
which occur over internet in order to get connected with the other people who are making use of
the laptops or mobile devices along with the attached webcams. The importance of social media
in communicating the message to the audience is considered as a consistent topic of discussion.
Online communication has brought information to the people of society and audiences which
previously could not get reached. This kind of effective way of communicating message to the
audience has enhanced the awareness among the people regarding what is happening in other
parts of the world.
Digital media, social activism and democracy
Digital media provides assistance in conducting social interaction as well as empowers the
people. It also connects the people in such a way that it never before possible. The purpose of
digital media is to enable the user for maintaining friendships throughout the distance and the
time. Social activism is working with the other people for the purpose of bringing regarding a
change or modification within the society (Vraga, E.K. and Tully, M., 2021). The idea of the
social activism promotes the opportunities for the participation. This also helps in reflecting a
personal choice in order to get engaged within the society. Media informs the residents of a

nation regarding the political, economic and social activities that are occurring within the nation.
Social media such as facebooks and others holde the potential for changing political engagement
and therefore significantly hijacking democracy through impacting individuals towards a specific
way of thinking.

REFERENCES
Books and Journals
Djafarova, E. and Trofimenko, O., 2019. ‘Instafamous’–credibility and self-presentation of
micro-celebrities on social media. Information, communication & society, 22(10),
pp.1432-1446.
Hashmi, U. M., Rashid, R. A. and Ahmad, M. K., 2021. The representation of Islam within
social media: a systematic review. Information, Communication & Society, 24(13),
pp.1962-1981.
Kilgo, D. K. and Mourão, R. R., 2021. Protest coverage matters: How media framing and visual
communication affects support for Black civil rights protests. Mass Communication and
Society, 24(4), pp.576-596.
Krämer, B., 2018. Populism, media, and the form of society. Communication theory, 28(4),
pp.444-465.
Quan-Haase and et.al., 2019. Older adults on digital media in a networked society. Society and
the Internet: How networks of information and communication are changing our lives,
pp.96-124.coverage matters: How media framing and visual communication affects
support for Black civil rights protests. Mass Communication and Society, 24(4), pp.576-
596.
Vraga, E.K. and Tully, M., 2021. News literacy, social media behaviors, and skepticism toward
information on social media. Information, Communication & Society, 24(2), pp.150-166.

PART 2
INTRODUCTION
This is the second part of the report which will analyse the role as well as impact of Media in the
21st Century world. Within this part, there will be description of contemporary issues of digital
media and social media (Graafland, 2018). Moreover, this part will also present a reflection on
the use of media based on the media diary over semester.
Role and impact of Media in the 21st Century world
Media in the 21st Century plays a great role of a protagonist in the process of offering
higher horizons within the realms of the education, entertainment and general knowledge. This
has also made a thing very clear that waves of the media cannot be put at the back but they can
get easily modified and changed within the dynamic time. The addition of the internet service
has also created distribution systems which consist of blogs, subscription e-mail lists and social
media.
Power in and around media
Social media not only transforms the communication form but also has the ability for
redistributing the power through transforming the relationship between the citizen and
government, through providing people of society more opportunities for participating in the
politics, spreading democracy awareness and having power to contend against the unfair social
media.
Contemporary social issues with digital and social media
The more time on social media can result into social anxiety, cyberbullying, depression as well
as exposure to the content which is not age appropriate. Social media is addicting and it has a lot
of drawbacks and issues and most of the persons do not know the obstacle which is caused by the
social media (Megheirkouni and Mejheirkouni, 2020). Social media is responsible for
cyberbullyig, negative performance within workplace, cybercrime, decrease in the academic
performance as well as creating problems in the personal relationships.
Reflection on media use on the basis of media diary over semester
On the basis of Media diary over semester, I have used the concept of media in my studies
and will also use it in further career opportunities. The use of media has helped me in enhancing

the base of my knowledge regarding the various subjects. As per my understanding, media is
considered as a great tool in the area of promoting particular things. By making use of the media,
my information, knowledge or message can get to a broader audience (Pickard, 2019). According
to my knowledge, media is considered as one of the complex source for the purpose of
entertainment within the world that people enjoy shows, movies, music and many more.
CONCLUSION
From above explanation of the report, it has been concluded that media communication
empowers the process of socialisation which means encouraging the people for developing
norms as well as experiences of the group as a whole. It also empowers the people of society in
maintaining cultural consensus along with communal harmony. It is because of the media that
people know culture and social norms of different groups in society.

REFERENCES
Books and Journals
Graafland, J. H., 2018. New technologies and 21st century children: Recent trends and outcomes.
Megheirkouni, M. and Mejheirkouni, A., 2020. Leadership development trends and challenges in
the twenty-first century: rethinking the priorities. Journal of Management Development.
Pickard, S., 2019. Politics, protest and young people: Political participation and dissent in 21st
century Britain. London: Palgrave Macmillan UK.