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Media and Society

The document discusses the relationship between media and society. It notes that society exists through communication and transmission, and media serves as the reflection and voice of society by helping to entertain, educate, and inform the public about current events. Various tools of media like newspapers, television, radio, and the internet are described. Theories around how media can cultivate public opinion, set agendas, and influence audiences through effects like those of sex and violence are also summarized. The document concludes that while media connectivity has shrunk the world, it can also promote good but individuals and society must decide how to best use media.

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Mohan Krishna Sugguna
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529 views10 pages

Media and Society

The document discusses the relationship between media and society. It notes that society exists through communication and transmission, and media serves as the reflection and voice of society by helping to entertain, educate, and inform the public about current events. Various tools of media like newspapers, television, radio, and the internet are described. Theories around how media can cultivate public opinion, set agendas, and influence audiences through effects like those of sex and violence are also summarized. The document concludes that while media connectivity has shrunk the world, it can also promote good but individuals and society must decide how to best use media.

Uploaded by

Mohan Krishna Sugguna
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Media and society.

“society not only continues to exist by transmission, by communication,


but It may fairly be said to exist in transmission, in communication.”
- John Dewey in Democracy and education, 1916.
Media and society.

• Media is the reflection of our society and it depicts what and how society
works, either it is printed, electronic or the web is the only medium, which
helps in entertaining the public, educate and make people aware of the
current happenings. Media has today become the voice of our society. Media
and society are closely related to eachother.
• Media and society are two very important aspects of contemporary social
reality in any part of the world. But it is more important if the society on the
path of modernization is going through democratization and it’s a multi
cultural social system.
Role of media in society.
Media is playing an outstanding role in strengthening the society. Basic
objectives of media are :
1. To inform.
2. To educate to entertain.
3. To mould the opinion of the people.
Tools of media.
1. Newspapers and magazines.
2. Television.
3. Radio.
4. Internet.
5. Advertising.
Impact of media on audience.
• The media has the power of educating people, the good and the bad,
since it affects the eyes, the ears and the mind simultaneously
nothing can overcome the influence of the media. The media in our
society perform noble mission of enlightening people and discourage
sectarian, communal and divisive trends.
• The media has a strong social and cultural impact upon society as well
as it can play an effective role to bring positive change in the society,
because of its inherent ability to reach larger number of public, it is
widely used to convey message to build public opinion and
awareness.
Mass media can help in change.
• Mass media made the world smaller and closer.
• Mass media promotes distribution of good.
• Entertainment and informative.
Sociological theories of communication.
The sociological approach to communication theory is based on
assumption that there exists a definite relationship between mass
communication and social change.
Some of the relevant theories which are going to be discussed here are :-
• The cultivation theory.
• Social learning theory.
• Agenda sitting theory.
• Play theory.
• Uses and gratification theory.
Media effects.
Sex and violence in the media.
One of the more areas of study of the media is what effect the media have on us. This is
particularly timely as eyes are on entertainment industry and the violent and vulgar movies it
makes.
A number of long term studies were conducted to determine what, if any resuy, all that media
violence was having on us.
Five major results came from these studies.
1. Catharsis theory.
2. Aggressive cues theory.
3. Observational theory.
4. Reinforcement theory.
5. Cultivation theory.
Postamble.
• We have discussed various postive and negative impacts that today
media has on society. We find that major Chunk of youth is using
social media networks like Facebook, Twitter, Instagram, whatsapp,
etc more than 5 hours a day resulting in decreasing their general
health and mental health in particular we also found that media is
playing both constructive as well as destructive role on one hand it
has lots of advantages but on the other hand it has lots of
disadvantages and at the end it’s upto the individual and society to
decide which ones to use.

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