Essay On Mass Media

Research Paper On Mass Media
Mass Media
Anabel Borbon
HUM/186
October 30, 2017
Allyson Wells
Mass Media
The world around us is always changing, they may be subtle changes at first and gradually
changing over time. If you think about when you were younger or even before; when your
parents were, you'll remember how the first televisions was this big box that showed moving
pictures in black and white. In this time of age, you will see how drastically a television is from
the first one. We now have flat screen televisions with color! Of course, this does not happen
overnight. Television has a lot of influence on a person, it starts from when we are young. When
newer forms of technology began to modify the older versions like the arrival of the internet the
media professionals called it convergence. (Campbell, Martin, & Fabos, 2016, )There are a few
phases in which all the changes happened. The first two era have to do with oral and written
communication. Which of course is still in play today.
The electronic era first began in the 1840's with the first telegraph. This helped separate
communication from teleportation. The telegraph also made it easier for military and businesses
to coordinate military and commercial operations. Due to the telegraph, we were able to advance
and we were able to get a fax machine, our first cell phones and a radio. This was just the
beginning for our future of technology ahead. (Campbell, Martin, & Fabos, 2016,) We are currently
living in the digital era world. Where
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Essay On Mass Media
Ahsha Rolle
8/28/2017
HUM/186
Allyson Wells
Mass Media: Development and Literacy Assignment
What were the major developments in the evolution of mass media during the last century? In the
19th and early 20th centuries, Americans received their news through newspapers and magazines.
Television journalism has just taken over in the last 50 years. Today, the internet makes information
and news available at the click of a button. The internet also plays a role in politics, and candidates
use and special interest groups use different forms of advertising through the internet. With the
evolution of media involving newspapers and magazines in the U.S, political parties used these
outlets to push their agendas. The Federalist...show more content...
New media has taken over traditional media mainly because; they are more immediate, often are
free, and can reach people from all around the world.
How did each development influence American culture? New media (internet, social media, and
electronics) have influenced American culture tremendously. In today's society, the average
American probably wakes up and immediately reaches for their smart phone to check their social
media sites. On these sites, you can learn about any current events, breaking news, and what your
friends are up to. You can explore new restaurants through social media and make and reservation
for dinner. The internet has become an integral part of daily life. Technology has made it possible
to watch TV, apply for a job, and call relatives overseas all at the same time if you wanted. Work
meeting now use teleconferences online, and written forms of communication are expressed
through emails and memo's. You can also participate in online dating sites to help you find love.
This is particularly beneficial to people who are very busy and who don't have time for traditional
ways of finding a date. The electronic gaming systems have also developed to influence American
culture. In 1970 the Atari was introduced to the world. It was a simple black and white table tennis
simulator game. In 1980 game makes made it possible for gamers to communicate back it forth while

Essay on Effects of Mass Media on Society
In contemporary society, people are strongly influenced by mass media. Although traditional
television watching and newspaper reading are no longer as popular as before, people spend more
time in front of computers listening to music and radios, reading news and information, interacting
with other people in social network and watching television programmes and films. The developing
technology of mobile phone allows people to do almost everything they can do with the computer.
Nowaday, people are living in a world 'saturated by media sounds and images.' (McQuail, 2008,
p.456) In this essay, a general introduction of social change and media influence will be discussed in
the first section. The second section will introduce Golding's four...show more content...
Obviously, media have some influence on our decision making, especially on our idea of
consumption. John Corner (2000, p.379) named it as 'circumstantial influence'. 'A holiday
programme may convince audiences to visit Greece in summer; a feature on cancer prevention
may finally persuade some people towards a healthier diet.' Good or bad economic news clearly
affect business, consumer confidence and have strong influence on financial market. In special times
such as war time, disaster or economic crisis, media are more influential. For example, during the
period of the Sichuan earthquake in China, almost all Chinese media content focused on the progress
of rescue. The media influence was very important for victims to obtain maximal concern from all
over the world. Many people devoted themselves into voluntary work to help the victims. Similar
situation also happened in Haiti after the earthquake in last month. Global media are focusing on the
poor Caribbean country and gathering people from different countries to lend a hand for those
earthquake survivors.
News media is one of the most powerful and influential media forms. Golding (1981 cited in
McQuail, 2008, p.467) distinguishes four different concepts of news and their effects: 'planned and
short term', 'unplanned and short term', 'planned and long term'and 'unplanned and long term'.
Planned news can be described for 'propaganda', 'media campaign', 'framing news' and
'agenda–setting.' It may

Essay On Mass Media
Delores Alston
HUM/186
September 25, 2017
Allyson Wells
INTRODUCTION Mass Media reaches a large part of our audiences today, whether it be from the
movies, advertising, the internet, newspapers, magazines, twitter, you tube, Instagram, Facebook
and so forth and because of this it can affect how we think and believe, both personally and as a
society. Today, I will address three specific areas that productmass media channels have been used
and has made a difference, either to me personally, or in society in general.
A biography of D. W. Griffith, film director of "The Birth of a Nation." The channel of mass media
is PBS or specifically, American Masters.
1.In what way did your example shape, change, or reinforce...show more content...
So yes, it did, and still can shape and change, the part of our society that has turned against such
hatred. These days, it only needs a spark.
The second choice is "Empire" a television series that plays weekly. The product mass media
channel is, twitter, Facebook, and Instagram and that is due to people wanting to be a part of the
action. Because the networks are creating more shows where you can use your DVR viewing, this
can mean the difference between 100 episodes to 10 for social media.
1.In what way did your example shape, change, or reinforce your own cultural values?
This was a change in my cultural values, Empire has a lot of sexual issues in their episodes and It
doesn't portray who or what I stand for, therefore it made me feel like I must explain myself, or
express my values. If you read some of the responses on twitter and face book, it can get nasty and
yet, not all responses are bad, it's just the language they can use on these channels.
2.In what ways do you think they shape, change, or reinforce the cultural values of our society in
general.
It's obvious that it has changed how society use to be. When there wasn't anyone of these outlets,
society tried to watch what they said, and how they said it, but now, when you have a channel
where you can freely express and show your other side, it has become a welcome mat for a group
in society that doesn't see the wrong in what they say or do.
The third choice is Dancing with the Stars, a show that comes

Essay about Mass Media
Mass Media
The media, which is somewhat reflective of society, has become a powerful tool in shaping our
culture. Advertisements are the foundation for mass media; they sell images, values, success,
normalcy, and romance. Daily, we are exposed to advertisements whether they are written or
commercial. Jean Kilbourne says in her 1979 video Killing Us Softly, "advertisement is part of our
air pollution" (1979). Advertisements have social consequences that give them the ability to reinforce
objectification of women?s bodies, and display images that may cause male violence against women,
sexualize young girls, infantile grown women.
According to Gabriel Weimann author of Communicating Unreality, in advertising...show more
content...
and are not effected by their powerful influence (Lazarus 1987). How can you not be affected by
advertisements, when the average person will spend three years of their life watching just
commercials and that does not include the printed ads in newspapers, magazines, or billboards.
Advertising has made a huge financial jump, in 1979 it was a 20 billion dollar industry and by
1999 the advertising industry had risen to a 180 billion dollar industry (Jhally 2000). The
advertising schema may be quite similar but now it is costing a lot more. Companies are also going
a step further to make their point sell their product and to get the attention of the advertising public.
The same ideas and approaches have been used for years, but someone always takes it a step
further and as a society we continue to take a step back accepting more and more. The advertisers
that do present controversial ads end up winning in the long run, they are the ones getting the extra
publicity. According to Jean Kilbourne author of Can?t Buy My Love, Calvin Klein has used the
free publicity to his advantage. He has utilized controversial advertisements exploiting young
children; some felt he crossed the line into child pornography (Kilbourne 284). The protesting and
media coverage only helped his daring, rebel like image. Over the years new eye opening
advertisements have been presented

Mass Media And Technology Essay
It has been said that electronics are taking away the natural development of our children's minds and
bodies. That giving them an Iphone, tablet or even a laptop is somehow destroying their ability to
listen or even sit still. An ever increasing amount of today's youth are entering school struggling with
self regulation and attention skills necessary for learning and creative play. Mass media has been
found to be potentially harmful in influencing the health–related behaviors of children and
adolescents, many of whom are not yet mature enough to distinguish fantasy from reality,
particularly when it is presented as "real life."Creativity and imagination being stolen with every
moment spent disconnected from reality. Are video games and modern technology really causing
children of today to lack imagination and the social skills needed to grow up to be functioning
members of society? Children have four critical factors for healthy development. These four
factors are movement, touch, exposure to nature and human connection. All four are immensely
important to balance in order for a child to grow to his or her full potential. With the lack of one
or more of these critical factors, the child could end up lacking what is needed to fully develop
mentally and physically. It is said that the growing child is in need of 2–3 hours of rough and
tumble play and most are not getting that in today's everyday hustle and bustle. Their bodies are
made for movement and they need to release

Essay on Mass Media and Pop Culture
Mass Media and Popular American Culture
Mass Media and Popular American Culture Group Paper
There are many different factors that make up our culture today. Mass media is a creator of our
culture today. Relationships between media, advertising and the formation of normative cultural
values are all contributors to our culture today. The internet and globalization have also played a
huge role in our culture; all of which have their own meanings, but ultimately build our culture.
Mass media is a plays a big part in the enculturation of society. Humans have always lived in a world
of communication. Media dominates and demands people's attention. One real life example of the
impact media has had on our culture is the 1963 Kennedy...show more content...
The broadcastings primarily focused on middle class 2 parent families, even though back then most
middle class families didn't own a TV. Now you can go into the poorest family's house and find a
TV.. Mass media is a permanent part of modern culture. The Culturalist theory, developed in the
1980s and 1990s, combines the other two theories and claims that people interact with media to
create their own meanings out of the images and messages they receive. Culturalist theorists claim
that, while a few elite in large corporations may exert significant control over what information
media produces and distributes, personal perspective plays a more powerful role in how the audience
members interpret those messages.
Relationships between media advertising and the formation of normative cultural values have a big
impact on how we view our culture today. The news television shows print ads and radio advertising
shape our culture. Television advertising and even the sitcoms we watch promote our normative
cultural values.
The ads tell us what is cool and good and they tell us that the famous actors we look up to feel that
these products are important. In the shows on TV we see all the actors are using these products we
feel are important. Even the news ands up showing us these products when we see the live shots of
the murder scene we see the McDonalds in the background, or the car chase ends when the drunk
crashes into Blockbuster. The music videos show

The ringtone of my phone went on for five minutes without a moment's respite. It was my alarm
clock at 6:45 am. Although my mind was still in a fog when I finally got up, I turned on my
iphone, and saw two friend requests on Facebook plus three new likes on Instagram. My everyday
life routinely starts with me being exposed to mass media. Indeed, in the modern society, the mass
media have been vested with such an enormous power that can impact multifarious aspects of our
daily life.
As a 19–year old college student majoring in fine arts, a female, an Asian, unmarried and childless,
a dependent on my parents, an owner of a MacBook Air, an iPad Mini, an iPhone 6S, and an
iPhone 5C; an active social media user, an avid YouTube watcher, but not a huge fan of music or
a big TV watcher, I started my media log on Tuesday (August 30th), in order to lay hold of my
current media use; since then, I've been logging all of my media exposures and interactions in my
life for five days. Through analyzing the media log, not only do I try to trace the specific patterns
within my personal media use, but I also manage to shed some light on the impacts that the mass
media is casting on me and everyone who live in this era. Based on my media log, on average, each
day, I spent 0 minutes on TV, 0 minutes in movie theater, 118 minutes on the computer (online), 15
minutes on the computer (offline), 0 minutes on print newspaper, 102 minutes on print books, 0
minutes on print magazine, 0 minutes on

Essay on Mass Media
1.There are different forms of social media, each with a primary purpose. For example:
Bloggs: Is web site base with no online membership. Internet users post short articles, and press
releases. This media is capable of reaching large audiences through texting, Video images, and links
to other related media.
Social Net Working Sites: yet another popular virtual community, such as, My Space, and Face
book. Both sites can be used to upload pictures, videos, post messages, and create a personal profile.
The Mobile Phone: has evolved over the years. Some phones are now capable of doing all the
mentioned above.
2One of the greatest benefits of social media is the ability to access individuals by interacting
through web conferencing,...show more content...
4Modern social media has affected commerce in several ways. On the positive side, for example,
Google leads ahead of its competitors interchanging ideas in marketing on a global scale. Advertising
is used throughout the internet, including the popular social networking sites. Shared information is
tracked to find a targeted audience, and used to their advantage. On the negative side, social media
has issues with security and privacy where personal information has been compromised or shared
with unlikely sources. Spam becomes a daily occurrence, problems with online pricing, and
excessive commercialism. Another drawback is the lack of loyalty and trust.
5The internet has changed the way Americans consume information on a global scale.
From writing on papyrus, to this present day, we have evolved to digital print and communication.
We live in a technological age where almost everything is accessed via internet. Gone are the days
and hours of parading retail stores for job opportunities. Jobs and application are now filled and
submitted on line. Automated customer service, refers calls to the company online website. Fast and
convenient the internet may be, yet it has become a very important necessity in the everyday life of
Americans, and world around us.
6To determine information online is trustworthy; users need to do research, looking for a reputable
news website and compare the information.

Essay on Mass Media Society
Impact of Mass Media on Individuals, Society, and Culture
Mass media, over the years, has had a profound effect on American society, on its culture, and on
the individuals exposed to the media. Mass media is a form of socialization, having a long–term
effect on each member of American society. Whilemass media targets the individual in short–term
intervals, the overall influence on them has been established as the consumer moves from one
impressionable age category to another. The long or short– term effects of mass media are separate
and distinct when its role in America is evaluated. Mass media effects people differently because of
varied amounts of exposure and formats.
Mass media has a socialization function in American...show more content...
Wells's science fiction novel War of the Worlds. But it was so realistically presented in a newscast
format that the many listeners who turned in late missed the information that it was only a play.
They thought that Martian monsters were taking over. This is a perfect example of how an
impressionable public can overreact in a brief period of time to a believed "news" broadcast,
because America considered the media to be honest. While the illogical response was short–term, the
public was not only entirely embarrassed, but also completely angry about the media abusing the
public's trust for ratings. This event was one of the contributing reasons which has led the public to
distrust and lose interest in the media productions. Examples with this kind of distrusting reaction
have contributed to a long–term response, in which audiences have ignored these programs.
While programs such as the Mercury Theater of the Air have had little integration with American
society and its culture, less ludicrous productions have become recognized as an integral part of
our culture. The most popular forms of media which have influenced the public were television and
movies full of "cowboys and Indians, cops and robbers, pirates, soldiers" along with other heroes
and villains. Children re–enacted these plots, against each other, using household objects and toys,
entertaining themselves for hours. "(C)hildren and teenagers also

Mass Media Transformation
Transformation of Mass Media and Consequences
Mass media can be defined as "a medium of communication that is designed to reach the mass of
the people" (Mass Medium). The mass media we use today is almost entirely different from the
mass media of the past. Today's mass media is based on a 24–hour news cycle, which involves
constant investigative reporting in order to fulfill the needs of viewers (Bergstrom). Furthermore,
the development of social media, "a new form of mass media that [involves] interactive
participation", has led to an entirely new medium for public consumption (Harvey 1158). A 2017
survey by the Pew Research Center found that 67% of U.S. adults receive news on social media
and 20% of U.S. adults receive news from social media often (Shearer). Overall, the increasing
popularity of social media represents a shift away from traditional media, such as television, radio,
and newspapers, towards media with more personalized content that can provide persistent
investigative reporting. In spite of mass media experiencing many changes to adapt to the 24–hour
news cycle, the function of mass media has remained the same. Mass media continues to report on
political, national, and international affairs and it continues to play a major role in American politics
and the lives of Americans. However, the way that news is communicated is different. Namely, from
the 1980s to the present day, mass media has been "[reporting] increasingly negative opinions" of
opposing

Essay on Development of Mass Media
Many forms of mass media exist: radio, television, film, internet, email, blogs etc.
Yet how these forms of media contribute to the growth of media, was never asked? Some would
say that its solely because of the variety mediums, some would say that mediums was built for the
20th century, and some would say that mediums were destined and directed to grow to this point.
Ever since the first form of mass media in the late 15th century called print, the dynamics of mass
media continued to blossom. Mass media touches so many points of a person's life and gives
people the choice to explore your own means of interest, for example entertainment, or informative
sources. Media brings today's way of life to another level, and embeds its own mark in...show more
content...
The technology improvement will be the foundation of the newspaper, books, and articles
reaching a mass scale. "For the existence as well as the organization of every society
communication is a fundamental and vital process (Joe Kingsly,The role of mass media in
community development, Introduction.)" Knowledge before the time of print press was held only
by a few that preached on what was read. The development of print press opened the door for people
to self–educate and expand on their paradigm known at the time. For example, religion before the
twenty first century was the highest form of power a person could have. Therefore the people that
spread the word of the dominating religion were usually the people that held the written word. This
kept the peoples belief in their hands because that's were the only source to that information was
found. The movable type print developed the resource to expand on the volumes and knowledge
that was consumed. The people now had just as much power as others that once had it all, but it got
better. The movable type print was overrun by the steam powered press, reproducing volumes twice
as much as the movable print, Later devising the newspaper commonly known as the people's
university, informing the local people and the world. There's no doubt that print opened the door for
other means of media.
Internet started with the development of computers around the nineteen fifty's, approved by the US
department of

Essay On Effects Of Mass Media On Teen Media
The connection between the teens' media exposure and teens' risky sexual behavior have been
examined throughout the years. The results of these studies conducted to examine how the
exposure to mass media affect teens' sexual behavior contradict. Teens' romantic and sexual
interests motivate them to seek for information from the media becoming exposed to television,
music videos, movies and magazines six to eight hours each day (Steinberg & Monahan, 2011, p.
562). But "... media are saturated with sexual content and imagery, which appear in 83 percent of
programs popular among adolescents ..." (Ward, Day & Epstein, 2006, p. 57). Pettit (2003) &
Pinkleton, Austin, Chen and Cohen (2012) and Fuller and Damico (2008) findings suggest that
media messages potentially affect the way teens think about sex negatively. Whereas, Ward et al.
(2006) suggest the effect is not always negative, and for Steinberg et al. (2011) there is no effect of
mass media in teens' sexuality. As for the inconsistency of the results, this research establishes the
need of a future study on how to diminish the teens' enjoyment of media to pursue further the
possibility of making media less entertaining but educational. Results indicate teens' exposure to
mass media may or may not influence teens' decisions about sex. Literature Review In Pettit's
(2003) review, from the Department of Sociology and Social Work, Manchester College, it was
found that the mass media fill the gap of the sex education in the schools

Culture And Psychology: The Role Of Mass Media
Mass media role or function is to provide news/information, entertainment and education. Mass
media can influence behaviors, attitude, practices, beliefs, values, culture and psychology both
positively and negatively.
In 1960, television began to show real images of the Vietnam War. The horrors, the toll, in addition
to challenging propaganda from the government. This began a movement of protest and cultural
change. In addition, Americans watched the Cuban missile crisis, the funeral of the president, civil
rights movement which created tension. The programming on television was comedy sitcoms to
relieve intense pressure Americans were feeling in the real world. This was an escape from real
world troubles.
In 1970 the American media began to broadcast shows to reflect the changing attitudes towards,
divorce, family dynamics, racism and homophobia, and women's rights. This time period also was
the dawn of Saturday Night Live, and Laugh In showing parodies of politics and popular culture.
In the 1980's the introduction of cable networks gave a variety of choices to watch films, adult
themed shows at any hour of the day. This led to concern for children being exposed to violent and
sexual material in elementary school. Cable broadcasters can target a certain audience with specific
programming.
The 1990 and 2000 the culture has completely altered the way we get information. There is a vast
pool of different mediums to obtain information. This trend now reflects a general shift

What Is Mass Media? Essay
What is Mass Media ?
Consider this for a moment: at whatever point you need to hear your main tune, watch your most
loved show, or see the most recent current occasions, where do you go? You more than likely turn
on your TV, radio, or PC. The source that most of the overall population uses to get their news and
data from is viewed as broad communications.
Mass media means technology that is intended to reach a mass audience. It is the primary means of
communication used to reach the vast majority of the general public. The most common platforms
for mass media are newspapers, magazines, radio, television, and the Internet. The general public
typically relies on the mass media to provide information regarding political issues, social issues,
entertainment, and news in pop culture.
Types of Mass Media:
The broad communications has advanced fundamentally after some time. Have you ever considered
how the most recent news and data was conveyed before? All things considered, before there was
the Internet, TV, or the radio, there was the daily paper. The daily paper was the first stage for broad
communications. For a drawn out stretch of time, general society depended on authors and writers
for the neighborhood daily papers to furnish them with the most recent news in current occasions.
Hundreds of years after the fact, in the 1890s, came the innovation of the radio. The radio would
soon supersede the daily paper as the most germane hotspot for broad communications.

Mass Media Is An Integral Part Of Everyday Life
Mass media is an integral part of everyday life. Society depends on the various forms of media for
information, education, and personal entertainment. Mass media positively and negatively
influences beliefs, values, and expands knowledge to bring awareness to various social events.
Media also impacts the way children and adolescences understanding of violence, racism, suicide,
aggression, and sexual stereotyping. If viewing these portrayals is accepted, then mass media does in
fact negatively impact child and adolescent development because of the content displayed on
movies, television, and music. Children and adolescents learn to accept and have distorted views of
violence, racism, sexual stereotyping, sexual behavior and suicide represented on TV. According to
the American Academy of Child and Adolescent Psychiatry (2015), children ages 8–18 spend an
average of 7.5 hours a day with media and technology screens. Today, television shows and movies
can be viewed on numerous devices. Children today will spend 27,375 hours viewing media which
is more time than they will spend in a classroom setting in high school. Media entertainment is
persuasive and has a strong influence on today's children. The American Academy of Pediatrics has a
policy statement that concludes, "Exposure to violence in media, including TV, movies, music and
video games, represents a significant risk to the health of children and adolescents" (American
Academy of Psychiatry, 2012). Today, the

Effect of Media and Mass Communication Essay
The media is a powerful presence within the lives of others. It can be described as the main
channel of mass communication. Media is often used to deliver a message to a large audience who
are diverse. It can be written, broadcast or spoken. Media is a significant force within modern
culture. Culture can be defined as the norms and values of a society. In our culture, the
communications media hold an influential place in disseminating information, forming attitudes,
and motivating behaviour. Technological advances are increasing the role of the media and its
capacity to shape public opinion. Our society depends on the news media to provide information to
help us form opinions and make voting decisions. It is clear the media has a huge...show more
content...
It was cheaper and made large scale distribution possible. These technology advances allowed the
medium to enter popular culture and enhancing its influence within society [McLuhan, 1962]. By the
nineteen twenties, mass media became known not only for print media, but radio and television
also. Television provided both information and entertainment which became very popular. It was
considered easier than actively reading. In recent times, mass media has taken on a different form;
the internet. It is now the most popular form of mass media. Not only has the internet become a
sensation but mobile phones, blogs and podcasts have all become the new forms of mass media
within our modern culture. The media is easily accessed and waiting for us at the touch of a button.
As a result, our culture is enormously influenced by the media. In this essay I will be discussing the
media and deviance and the effects it has on our culture.
One theory that was formed during this investigation was the cumulative effects model [Elisabeth
Noelle–Neumann, 1974]. This complex theory looks at the potential affects media has on an
individual with an active media consumption. This theory focuses on the agenda setting function in
which the media acts upon. The media cannot force an individual to think a certain way. However it
does have the power to control what the individual thinks about. If an issue is frequently in the
media, the

Mass Media Essay
Crystal Tunis 12/4/2017 HUM/186 Allyson Wells
Mass media
Life has changed dramatically over the last century because of the progression of media
technology. The ones that I will be talking about is radio, television, computers, and the internet.
A radio is one of the major developments. The first radio was broadcasted in 1909 in America. The
radio made it possible for everyone in the world to hear news events around the world.(J.
Saltzman) Everyone can listen to the radio no matter where you are. It has a big impact on music.
It has a big impact on music because you can hear any kind of music that you want and hear all
the new songs that just came out. The radio has a impact on the political landscape because you
can hear all the new political news on the radio. Also the leaders relied on the radio to pass on
messages to the public so they know what is going on. The radio also helps raise money for
programs.(N/A) Television is another one of the major development. The first commercial
broadcast was in New York in 1939. The regular broadcast started in 1941 in the United States.(J.
Saltzman) With television you could hear and see it all in action. Television increases childhood
obesity because when children are in front of the TV they want to snack more. It improves marriage
struggles by watching TV it has negative affect on marriages because some TV shows have an effect
on how you think about your

Essay on Mass Media
Mass Media is a major part of the everyday lives of American citizens. Mass media provides the
public the means for obtaining information, and knowledge about various aspects of life such as the
economy, foreign affairs, weather, entertainment, crimes, and last but not least, politics. "The media
are key institutions in our society. They affect our culture, our buying habits, and our politics. They
are affected in turn by changes in our beliefs, tastes, interests and behavior"(Biagi, 11). The media
covers countless accounts of policies, politicians, debates, and speeches all relating to the
presidency. The role of mass media has become a crucial component of the presidency, mass media
is a tool for the president to promote his policies,...show more content...
The fourth estate unofficially is called known as the fourth branch because it closely monitors the
other branches. Fourth estate is one of the functions of mass media, its purpose described by Stuart
Allan in Journalism"...as a critical check on the use and abuse of power" (Curran and Seaton,
2003). Many presidents if not all have recognized mass media as the fourth estate, and have either
used it to their advantage or have become disadvantaged by it. The fourth estate is responsible for
shaping the public opinion of the American people with the information disclosed by mass media
outlets. Former President Wilson was adamant on establishing an increase in presidential authority
through the public support, which he did through the adaptation of mass media as a tool. "Building
popular support is critical...mass media can be potent allies or obstructive, constitutionally protected
but unelected enemies" (Morgan, 503). He understood that controlling the relationship between
mass media and public opinion was necessary for an effective presidency. President Wilson set the
precedent of the president connecting with the people through mass media, "...made it inevitable
that any future president would be powerful only in so far as he established communication with
the people and spoke effectively for them"(Milkis and Nelson, 246). His goal was to increase the
value of public opinion to produce a great

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