By definition, mass communication is a form of communication through which institutional sources address relatively large, heterogenous and anonymous audiences physically separated from one another. *Source: COM 101 lecture notes
There are basically 3 main types of mass media, namely print media, electronic media and new age media. Some examples of print media are newspapers, magazines and brochure while television and radio falls under the electronic media. New-age media which are currently increasingly employed, includes mobile phones, computers and the internet.
Flipping through the newspaper, an article with an eye-catching title, "Logged on, tuned out" made me read on. *Source: The Straits Times, life!arts, 22nd October 2009 (Pg.C6)
This article talks about how we, the people of today are so plugged into e-Wap, WiFi, Skype as well as other internet applications that we seemed to have logged out of the real life. Apart from the internet, the writter brought up an analogy of how train commuters scan their eyes over MRT ads and the other commuters' newspaper headlines. This shows us how mass media has greatly affected many lives in our present days, so much that it does not seem to leave our sight even when we on mobile. Powerful effects theory seemed to be adopted in this context, with the mass media being an influential source. Take for example, a scenario whereby the radio broadcast about a bomb in Singapore. Under the influence of mass media, I believe the people will respond to this and take the necessary precautions. One other theory is the limited effects theory where the audiences are active and have the ability to resist the messages portrayed by the media. In other words, to have his or her freedom of choose, to believe or not to believe what the media says. How influential the media is depends on the experiences the readers have, whether they are aware of a certain issue or not.Based on the cultivation theory, the influence by the media is actually a gradual one. For instance, the facebook networking site that is probably the most commonly visited site today. When the facebook site first started, it is not really known and users are minority. As it gradually prevails, facebook became so popular, almost everyone has an account now.
The globalisation of mass media is taking place so vast that broadcast systems are expanding and new communication technologies (NCT) are adopted. Under the predominance of NCT, the new-age media is able to overcome barriers of time, space and limited resources. To support this fact, the writter of the article mentioned, "We hang out in cafes not so much to chat but to whip out our Blackberries to surf and work in the name of inhabiting mobile offices..." and how other important information is communicated via text message or e-mail on our own time. It shows that time and distance is no longer a factor affecting the effectiveness of communication.
Personally, I have to admit that mass media is indeed very much a part of my life today. Being in touch with mass media, I read the newspapers for news updates, search the internet for information and research, watch the television for news, television programmes and advertisements as well as the radio for entertainment.
Is the mass media such a great influence in your life as well?
Do share your views! ((:
I think it's almost inevitable that the digital forms of media will take over many aspects of our lives. Even a few years ago, I would be called to dinner by my mother via MSN, when we are both in the same house. And it's not as if we live in a sprawling palace where it's impossible to speak "normally".
ReplyDeleteAs you may probably have already heard many times, the medium is (often) the message, and in many ways the online revolution has changed the way people communicate and think. Not only in the literal sense - no doubt that communication can transcended geographical boundaries while retaining quality and richness - but the very fact that so many are so used to instant messaging, Tweets, tagging and flaming makes for a culture where thought processes are as askew as the number of windows and tabs and flashing icons you have on your screen at any one time.
A pleasent post to read indeed, i agree that mass communications really affects you and the way you live.
ReplyDeleteThings we see and heard everyday affects us in one way or another, a reaction. Things as simple as seeing a KFC advertisment at the busstop and then wanting to have KFC for lunch is one such example.
The mass media has affect me is many ways some of which unknowningly. The power of mass communication.
Yes! I do think mass media plays a huge part of yy life, and for most people as well, whether we are consciously or subconsciously aware of it or not...unless an individual decides to make an effort to not let the mass media influence him or her...
ReplyDeleteeven then, i would think it is extremely difficult...as the mass media is so intrusive nowadays, and as the post aptly pointed out...people look for such things...whether they are aware of it themselves or not.
well written post...very insightful :)
helloo..
ReplyDeletei agree we are surrounded by the mass media everyday. be it the newspapers, radio, television, we are bombarded by the information from these sources. and there are the NCTs, mass media is becoming an integral part of our lives.
what i personally feel is that this can only be good for us. by having such influx of information, it expands our insight and knowledge. we learn more and more new things from all over the world. on the flip side this information can be harmful to us too. it is really up to one to filter out the right information that is beneficial to us.
Mass media definitely have an impact on my life, as we are always surrounded by them. The things I view on the television and other media sources do influence my perception and views. However, we must not totally believe whatever that is portrayed in the mass media as some issues maybe biased and untrue! Thus, we should be aware of what we believe in the mass media! (:
ReplyDeleteMass media has no doubt affect our lives today to a large extent. Like what you mentioned in your entry, we have all sorts of media sources surrounding us in our daily lives, from MRT ads to newspaper to the Internet.
ReplyDeleteNevertheless, out of the three theories you commented on, I feel that the most applicable theory is the limited effects theory. Although we are surrounded by lots of different information due to the varying media sources that we are continuously exposed to, we still have the freedom of choice to believe or not to believe what the media says. I also agree with you that our perceptions and views on a particular issue shown in media sources are largely dependent on our own knowledge and experiences prior to being exposed to a particular set of information.
Well written post I have to say. You certainly touched on many aspects of mass media.
ReplyDeleteIn my opinion, I feel that the mass media plays an integral part in my life. From the television where we seek for entertainment, the radio which keeps us up to date on the traffic news when one is driving, and the newspapers where we keep in touch with the latest news globally.
The globalization of mass media surely is expanding at a rapid rate and who knows in the future, everything globally will be done using the latest technology and students need not go to school and workers can work at home through mass video conference. This is something that some schools are already adopting.
mass media is indeed a big part of my life as i constantly surround myself with it. i feel that it connects me with other parts of the world and i do not feel like a stand alone island. i think it will be very difficult to adapt to a life with little access to information so easily as i am so used to expecting instant results.
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