Topic 16: Mass media

Scott Newman wouldn’t be without his pocket-size TV, which he mainly watches in bed. “I only watch programmes which last about half an hour, as any longer (1)_______ my eyes. I use the set for general entertainment though it is also really good for (2)_______ up with current affairs. The main problem with the set is that it’s not loud enough even when you use headphones. The (3)_______ is all right as long as nothing moves in front of the aerial.” Scott admits to being a gadget man, but doesn’t regret buying the set since he uses it nearly every day.

Retired engineer Paul Hardcastle, has owned a pocket TV for a number of years. “I use it mostly in the bathroom. I wanted to use it outdoors, but the trouble is that in bright light you can’t see the picture. I use rechargeable batteries as (4)_______ ones would cost too much. Paul believes that this sort of TV could be improved if the screen was slightly bigger and it didn’t (5)_______ up batteries so quickly: he can only get half an hour’s viewing before the batteries go flat.

In the last five decades or so, the media and its influence on the societies, has grown (1)_______ with the advance of technology. First there was the telegraph and the post offices, then the radio, the newspaper, magazines, television and now the internet and the new media including palmtops, cell phones etc. There are positive and negative influences of mass media, which we must understand as a responsible person of a society.

Before (2)___________ the influence of mass media on society it is imperative to explain the three basic functions of mass media; they are providing news/information, entertainment and education. The first and foremost function of the media in a society is to provide news and information to the masses, that is why the present era is some time termed as the information age (3)__________.

People need news/information for various reasons, on one hand it can be used to socialize and on the other to make decisions and formulate opinions. Entertainment would be the other function of the mass media (4)______ it is mostly used by the masses to amuse them in present day hectic environment. Educating the masses about their rights, moral, social and religious obligations is another important function of mass media, which needs no emphasis.

In present era of (5)__________ , majority of people in the society depends on information and communication to remain connected with the world and do our daily activities like work, entertainment, health care, education, socialization, travelling and anything else that we have to do.

Super Size Me is a 2004 film by Morgan Spurlock, in which he (1)____ his experiment to eat only McDonald’s fast food three times a day, every day, for thirty days.

Spurlock made himself a short list of rules for the experiment, including an obligation to eat all of the three meals he ordered. He also had to ‘Super Size’, which means (2) ______ a giant portion every time the option was offered to him. He ended up vomiting after the first Super Size meal he finished, after taking nearly twenty minutes to consume it.

After five days Spurlock put on almost 5kg, and he soon found himself feeling depressed, with no energy. The only thing that got rid of his headaches and made him feel better was another McDonald’s meal, so his doctors told him he was addicted. More seriously, around day twenty, he started experiencing heart (3)________ and one of the doctors detected liver problems. However, in spite of his doctor’s advice, Spurlock continued to the end of the month and achieved a total weight gain of 11kg. His body mass index also increased from a healthy 23.2 to an overweight 27.

It took Spurlock fifteen months to recover (4)_______ his experiment and return to his original weight, but the film also had a wider impact. Just after its showing in 2004, McDonald’s phased out the Super Size option and healthier options like salads appeared on the menu. Unfortunately, McDonald’s denied the connection between the film and the changes, but it is interesting to note how closely they (5)________ with the release of the film.

Cyberbullying is the use of technology to harass, threaten, embarrass, or target another person. Online threats and mean, aggressive, or rude texts, tweets, posts or messages all count. So (1) _______ posting personal information, pictures or videos designed to hurt or embarrass someone else.

Cyberbullying also includes photos, messages or pages that don’t get taken (2) ______, even after the person has been asked to do so. In (3) _______ words, it’s anything that gets posted online and is meant to hurt, harass or upset someone else.

Intimidation or mean comments that focus on things like a person’s gender, religion, sexual orientation, race or physical differences count as discrimination, which is against the law in many states. That means the police could get involved, and bullies may face serious penalties.
Online bullying can be particularly damaging and upsetting because it’s usually anonymous or hard to trace. It’s also hard to control, and the person being victimized has no idea how many people (or hundreds of people) have seen the messages or posts. People can be tormented nonstop (4) _________ they check their device or computer.

Online bullying and harassment can be easier to commit than other acts of bullying because the bully doesn’t have to confront his or her target in (5) _______.

Last year, Twitter was voted as the third-most loved thing in the whole world only after Mc Donald and Facebook. Twitter can be (1) ______ as an online news and social networking site where users say what they are doing, or what they are seeing and hearing, by posting messages. The messages, called “tweets”, cannot exceed 140 characters (2) ______. Only users can post and read tweets, the followers and those who are unregistered cannot read (3) ______. At first, like other social networking site, most people used Twitter to keep (4) _____ touch with their friends and family. However, it has developed into a place where people share information, opinions, and advice, and in that respect it resembles a blog. Recently, Twitter has been used for a variety of purposes in many industries and scenarios. For example, it was used to recognize protests in Egypt, (5) ______ made Twitter ban at least 360,000 accounts in August 2016 for violating policies. Nowadays, Twitter is incredibly popular and used by a huge number of influential people such as politicians, journalists, and celebrities.

Traditional media come from the people and antecede the mass media; their appeal has historically been both functional and aesthetic. Whether of roughly hewn folk origins or of classifically rigid moulds, they have always served to entertain, educate to reinforce existing ideas or ideologies or to change existing values and attitudes. In other words, it is a means of changing values, attitudes and norms in order to provide a proper climate for social and economic progress. It is also a method of promoting certain behavioural acts or patterns.

The aim is to get people to perform specific acts to achieve objectives of national policy (e.g. visiting clinics, investing in bonds, using fertilizer). Moreover, it is a channel for conveying information about available techniques and facilities which people may use to solve problems.

Being close to people at the local level, these channels are potentially useful in the service of social concerns, as determined by local, provincial or national authorities themselves. They are, moreover, abundantly present in areas where mass media technology has not been fully or effectively developed to capture sustained interest at local, provincial or national levels. Folk media are personal forms of entertainment and communication. This is important because behavioural changes are most easily brought about by personal interaction. These forms of art are a part of the way of life of a community and provide acceptable means of bringing development issues into the community in its own-terms. They are capable of reaching intimate social groups, thus making use of already established communication networks in the audience.

The history of American newspapers begins in the early 18th century with the publication of the first colonial newspapers. American newspapers began as modest affairs-a sideline for printers. They became a political force in the campaign for American independence. After independence, the first article of U.S. Constitution guaranteed freedom of the press. The U.S. Postal Service Act of 1792 provided substantial subsidies: Newspapers were delivered up to 100 miles for a penny and beyond for 1.5 cents, when first class postage ranged from six cents to a quarter.

The American press grew rapidly during the First Party System (1790s-1810s) when both parties sponsored papers to reach their loyal partisans. From the 1830s onward, the Penny press began to play a major role in American journalism and its interests seemed to remarkably surprised the management board in the journal industry. Technological advancements such as the telegraph and faster printing presses in the 1840s also helped to expand the press of the nation as it experienced rapid economic and demographic growth. Editors typically became the local party spokesman, and hard-hitting editorials were widely reprinted.

By 1900 major newspapers had become profitable powerhouses of advocacy, muckraking and sensationalism, along with serious, and objective news-gathering. During the early 20th century, prior to rise of television, the average American read several newspapers per-day. Starting in the 1920s, changes in technology again morphed the nature of American journalism as radio and later, television, began to play increasingly important competitive roles.

In the late 20th century, much of American journalism became housed in big media chains. With the coming of digital journalism in the 21st century, all newspapers faced a business crisis as readers turned to the Internet for sources and advertisers followed them.

The process of communication has so importance at present moment. It has great expansion and is a necessary agent of socialization. The social communication has great power in the human species, from the origin of the history.

The media of social communication can be television, radio, cinema, written or audio-visual press and highways of the information. They do, generally, universalization of the culture of the people. They extend the horizons and the limits between countries. They promote new social models, conducts and values. And they promote a dominant ideology. Often, the media of social communication are very far from the reality of the individuals.

They, generally, do not perceive the habitual context of the persons.

The social media complement and collaborate in the process of socialization of the new generations, from a positive opinion. Advertising and commercial messaging, pose consumerist models, from a negative perspective. The mass media convert a genuine culture into a consumer society. The advertising stimulates the need to consume, desperately. It transforms the persons into consumers of products. The advertising has a great power on the persons and it transports a serious addiction.

The family, the educational system and the society, must allow the process of socialization and formation, to all people. They also must give the tools of analysis and the critique. They also must give offers of interesting things. They must promote the respect to the desires and different opinions. They also must promote the capacity of choice. The mass media influence the children and young people. They have models of identification, values, guidelines and policies. Often, they do not coincide with the own reality. They can serve to think. The mass media influence the process of social adjustment.

Across the panel, there was a consensus that the younger generations are not engaging with print media to the same extent, or in the same ways as previous generations. According to Stefan Uhl, young people continue to view print media as something “old fashioned” and if brands want to ensure their survival, they must go where the customers are and introduce an omnichannel approach.

Gerhard Louw, head of global media at Deutsche Telekom echoed this sentiment by saying that if the draw of print media is “attractiveness and relevance then I think everything is happening in video. We’re talking about video and movement in everything, and if there’s a problem with print it’s that it doesn’t have that…we are being led down a path where all the excitement, all the action is going there and that’s a big problem for print.”

However, as managing director of Carat Germany, Stefan Uhl suggested that this was leading to a situation of neglect for print media and that its possibilities are not being adequately explored: “[print media] has to fit to a brand’s communications target, but there are some instances where print can deliver better than any other channel. “To me, print is a one screen channel – meaning high impact - and it’s one of the very few channels left that I’m hoping somebody will focus on. I just haven’t seen an initiative talking about that strength from the print industry.”

The real question, however, remains is whether we can re-introduce this medium to the younger generations, and teach them how to use print again, said Rob McIntosh, executive principle at Eight Inc and the former chief brand officer at Esprit. “And will that be successful?” he asked.

Print media encompasses mass communication through printed material. It includes newspapers, magazines, booklets and brochures, house magazines, periodicals or newsletters, direct mailers, handbills or flyers, billboards, press releases, and books.

Newspapers enjoyed the position of the most preferred medium to reach a wider audience until electronic communication emerged on the media scene. In the early days, newspapers were the only medium that masses at large depended on, for daily news. A newspaper carries all kinds of communication related to a variety of topics like politics, socialism, current affairs, entertainment, finance, stocks, etc.

Apart from this, it also includes topics, which are in lighter vein like cartoons, movie reviews, book reviews, puzzles, crosswords, etc. This captivates the imagination and interests of readers from all age groups. Newspapers are an important platform of mass communication, as they reach every nook and corner of the world where electronic media fails to reach. It plays a pivotal role in providing authentic firsthand information, building opinions, updating the knowledge of the reader, and serves as a good platform for advertisers to promote their products. However, with the emergence of Internet, which updates information every second, and is just a click away, the popularity of newspapers has reduced.

Magazines are another type of popular culture print media. They usually cater to a specific type of audience who are looking for information based on a particular subject. Magazines cover a plethora of topics, like current affairs, business, finance, consumers, gadgets, self-help, luxury, lifestyle, beauty, fashion, entertainment, travel, etc. Magazines like TIME and Reader’s Digest include information, which is all-pervasive.

The frequency of magazines can be weekly, fortnightly, bi-monthly, quarterly, half-yearly, or yearly. These magazines are the best forum for advertisers, as they have a niche readership. The readers look for a specific type of information, say for example, a camera ad in a Gadget magazine will definitely have a direct brand impact on the reader who wants to buy a camera. Also, the shelf life and brand recall of magazines is far better than newspapers, which have a short life span.