Analysis of The Role of Media and Theories of Mass Media

The Role of Mass Media

The word “media” is derived from the word “medium”. The word medium means channel of communication. There are various types of modern media. Types of media include print media (books, magazines, newspapers and novels etc) and also broadcast media (television and radio). Anything whether it is written, broadcast or spoken which is easily reachable to large number of people is known as mass media or mass communication. . Any source of information which is used by large number of people is known as mass media. Mass media is technology which helps in reaching maximum number of people. Most of the people throughout the world use different channels of mass media to know about what’s going all over the world, to know about social and political issues and also use it for entertainment purpose and so on and so forth. Television, radio, internet, newspaper and magazine are some of the most common examples of mass media or mass communication.

As we know that mass media targets large amount of audience, so many people can reach to mass media with no trouble. Everything has its influence over the people. Firstly, Mass media has significant effect on culture. The mass media influences mood and attitude of people by delivering messages by the help of mass media is known as mediated culture. We can say that media tries to create the culture. Individuals as well as community all over the world are continuously hit with messages through television, magazine and billboards etc. It not only helps in promoting products but it also promotes changed attitudes and moods. On the other hand, it also develops such sense in the minds of people that what is important and what is unimportant. Secondly, the concept of celebrity is only possible due to mass media. Imagine if there is no mass media, do you think that celebrity could be famous without the help of mass media? If there is no mass media for example there is no concept of movies or any other sort of mass media no one could have become so famous. If we talk about past, people like legendary political person, renowned business leaders or other people like them were prominent in the past. It’s all because of mass media that the actors, singers and other social elite have become famous celebrities and stars.

Going back to the time when television was new thing for people. It was there with counted people only and there was limited time for programs and only one or two channels were there. Even television was not with many middle class people. Coming back to current period, now there is television even in the poorest home on the other hand there are more than one television in middle class families. This change is not because that television is easily available now but because of the thing that now television shows have so much diversification that entertains or fulfills requirement of people of different ages, people belonging from different income group, people belonging from different backgrounds and so on. This is an era of technology, people have everything on a click away but still television is the one of the most primary means of mass media. Internet is also a popular channel of mass media nowadays.

What is the role of media? This is a controversial question and so many people debated on this question. And answer of this question varies with the difference in the use of mass media, it depends upon for which purpose an individual uses mass media. It varies from person to person that how an individual is using mass media. Due to this, influence of mass media also varies from one person to another. It is agreed that mass media is part of modern culture. Different theories of mass media are as follows:

First comes the limited effect theory. This theory came in between 1940s to 1950s. The limited effect theory is based on the idea that media has negligible influence on people. This theory states that people choose to watch or read such things on which they believe.

This theory says that there is not so strong influence of mass media upon individual. It says that it depends upon individual that how they perceive from mass media’s message.

Class Dominant Theory:

Secondly, there is the class dominant theory. The class dominant theory states that media reflects the view of minority elite only and they can control it. For example when there is restriction in ownership media organizations, these people have control over it that what people can watch and listen through mass media.

Culturist Theory:

Thirdly, there is culturist theory. The culturist theory states that the people see images and hear messages from media but take out meanings according to their perceptions. For example if we show same video to different people they will explain that video differently according to their age, mindset, religion, and such other factors.

Magic Bullet Theory/Hypodermic Needle Theory:

Hypodermic needle theory is also known as magic bullet theory. Hypodermic needle theory/ hypodermic needle theory states that the messages of mass media are like bullets, they act on the mind of viewers in same way bullet speedily acts on the human body. According to magic bullet theory/hypodermic needle theory message of mass media are effective on minds of viewers to a great extend.

Cultivation Theory:

In cultivation theory it is stated that mass media cultivates the mind of viewers. Those people who have intense exposure to television begin to notice this world is alike to television world. For example if someone watches more violent programs will begin to see this world to be a violent place. This is cultivation theory.

Agenda Setting Theory:

Agenda setting theory is a theory in which powerful media effects are there. There are three agendas: media agenda, public agenda and policy agenda. It is also recommended that media agenda becomes public agenda with the passage of time because of the fact that they are interlinked with one and another.

Framing Theory:

Framing theory and agenda setting theory are interlinked with one and another. Framing theory states that whenever there is any issue arise, media focuses attention on that issue and after that position it at definite field of significance. In this way, mass media portrays pictures of the world in our minds. Framing theory is also known as second level agenda setting.

Authoritarian Theory

Authoritarian theory states that it is compulsory to control the media to guard and prevent people from the national threats by any channel of mass media. The press is a tool which enhances power of the ruler of the country. Licenses are provided for the media by the authorities. These authorities have all the rights.

Libertarian Theory

Libertarian theory states that people try to find good and positive things from bad. People are rational that’s why they find out what is good for them and what is bad. In this theory it also states that nothing should be restricted. Libertarian theory is opposite of authoritarian theory.

Soviet Media Theory

Soviet media theory is based on the Carl Marx and Engel’s ideology. Total media is under the control of government. It is also stated that the state has complete authority over the media for the benefit of the people.

Conclusion

As we all know that mass media is accessible to almost every person. It totally depends upon person that if he is using it in a good way or a bad way. There are talk shows in which current issues are being discussed so common man can get a lot of information about the world, , then there are documentaries by watching them people get awareness. We can say that one of the positive impacts of mass media is that it increases awareness.

Several news channels are there which are continuously telling about current situation of the world. There is not any distance barrier now. This is all because of media. You can get news update every minute. Mass media also helps in highlighting the issues of public. When it shows problem of the people, society will think on it that how to reduce these issues.

Mass Media can also be used for educational purpose like there are several channels on youtube on which people are uploading tremendous and informative lectures almost on every subject. Students can easily access them anytime and anywhere and can get a lot of information on just a click.