Presentation: The Role of Media in Shaping Modern Society

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Added on  2021/06/17

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This presentation examines the multifaceted role of media in contemporary society, exploring how digitalization has transformed media ownership and content production. It delves into various theories, including Information Diffusion Theory, Social Marketing Theory, Media System Dependency Theory, The Knowledge Gap, The Spiral of Silence, Agenda Setting, News Production Research, and Media Intrusion Theory, to illustrate the profound influence of media on politics, education, and daily life. The presentation analyzes how these theories explain the impact of media on information consumption, political discourse, and the potential threats to democracy. It highlights the evolution of media's role, from traditional government control to the widespread accessibility of content creation through digital platforms. The discussion covers the strengths and limitations of each theory, providing a comprehensive understanding of how media shapes public opinion, influences behavior, and affects the quality of information accessed by society. The presentation concludes by emphasizing the pervasive impact of media and its increasing dominance in political marketing and social influence.
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ROLE OF MEDIA ON SOCIETY
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INTRODUCTION
Digitalization is changing the ownership of media.
Traditionally, the media production and content was a
government preserve
Today, 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
THEORY This 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 adopters
The 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 THEORY
This 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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Hierarchy of effects model tells advertisers to
create ads in such a way that the consumers go through
all the stages of awareness, knowledge, liking,
preference, conviction and purchase.
The model helps in step wise persuasion
strategy, and the efforts begin with awareness,
survey research, feedback, and information
seeking
Social media theory practically guides for
information campaigns
Social marketing theory is costly to implement and does
not consider the ends of campaign
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MEDIA SYSTEM DEPENDENCY THEORY
If an individual is increasingly dependent on media for fulfilling personal needs ,
the media becomes more important to that person. it grew out of Uses and
gratification theory
Media system dependency theory explains the role of media in the
communication platform with a major focus on the audience using media for
specific needs.
Now society depend on the media to better understand the world around and
also to satisfy a range of consumer needs.
There is a thin line between media, audiences and social system.
Not everyone is influenced by the media equally
Those most influenced – have greater needs
Is it possible to dependent on media without experiencing dependency?
In a case of crisis radio may become your preferred choice.
Experiment vs survey data.
However, the theory does not define the power of dependency and the meaning
is unclear
Further, the long term effects of the media dependency are not clear
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THE KNOWLEDGE GAP
This is a systematic difference in knowledge between the better informed and the less
informed.
Numerous surveys was conducted for 25 years to support and develop this theory.
This theory suggests that the elite will solve problems based on their superior knowledge.
People who have higher socioeconomic status have better chance at acquiring information
which means that information is not evenly acquired in the society.
Those financially well off are able to participate in online political activities than those
who are not well off
This gap between the less informed and better informed widens as more information
comes into the world, kind of similar to the saying the rich gets richer and the poor stays
poor.
Knowledge gaps results in the social participation gap calling for improvement in digital
literacy
The theory provides ideas for overcoming gaps . It presumes reciprocity in
communication and audience activity
Not all researchers agree as gaps are assumed to be dysfunctional
There is less focus on the gaps involving social conflicts
Fundamental reasons for gaps are unaddressed
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