Media has a significant influence on society through its ability to shape attitudes, behaviors, opinions and thinking. It can have both positive and negative impacts. Positively, media keeps people informed and helps form judgments on issues. However, it can also promote unrealistic standards of beauty, enable cyberbullying, and weaken important real-world relationships by over-focusing on casual online connections. Different media theories like cultivation theory and agenda setting theory explain various ways media impacts society.
A presentation that briefly entails the major theories of mass communication. Spiral of silence,Two step flow theory,Multi-step flow, cultivation theory,mean world syndrome and normative theories.
A presentation that briefly entails the major theories of mass communication. Spiral of silence,Two step flow theory,Multi-step flow, cultivation theory,mean world syndrome and normative theories.
The theory talks about the relationship between minority and majority of people and how they express themselves. It proves minority people keep silent on their views on any particular subject.
Knowledge Gap Hypothesis:
Introduction:
This theory is concerned mainly with “information” and “knowledge” and emphasizes that knowledge is not distributed equally throughout society.
There are haves and have-nots with regard to information just as material wealth Information is very important in our society because any developed country depends on well-informed citizens.
It appears certain that information will be even more important in the future as we move into an increasingly technological age.
Many contemporary issues will require information and an informed public for the solutions for such issues.
Role of mass communication:
* One of the great promises of mass communication is that it provides people with information they need.
* It has the potential of reaching people who have not been reached by other means (poor and undeveloped people).
One example of an effort to use mass communication to provide information to the disadvantaged is the “educational TV program” Sesame Street (which combined information with entertainment for preschool Children.).
Other mass communication efforts that have the advantage of getting information to people usually not reached
is the televised presidential debates that might take the presidential election campaigns to people who would not normally be exposed to the campaign.
The attempts to increase people’s quantities of information from mass media might have some unexpected or undesirable effects.
This undesirable possibility is that mass communication might actually have the effect of increasing the gap in knowledge between members of different social classes. This possibility is called: “ Knowledge gap Hypothesis”.
The authors of Knowledge Gap Hypothesis:
• § The Knowledge Gap Hypothesis was first proposed in 1970 by Tichenor, Donohue and OLien. Mostly, it is known as Tichenor et al or Tichenor and his colleagues’ hypothesis.
Tichenor et al . Stated the KG Hypothesis as follow:
“As the infusion of mass media information into a social system increases, segments of the population with higher socio-economic status tend to acquire this information at a faster rate than the lower status segments, so that the gap in knowledge between these two segments tend to increase rather than decrease”.
The hypothesis predicts that:
• § People of both high and low socioeconomic status will gain in knowledge because of the additional information, but that persons of higher socioeconomic status will gain more.
• § This would mean that the relative gap in knowledge between the well-to-do and less well-off would increase.
Tichenor and his colleagues suggest that:
The K. G. is particularly likely to occur in such areas of general interest as public affairs and science news. It is less likely to occur in more specific areas that are related to people’s particular interests-areas like sports or garden care.
The theory talks about the relationship between minority and majority of people and how they express themselves. It proves minority people keep silent on their views on any particular subject.
Knowledge Gap Hypothesis:
Introduction:
This theory is concerned mainly with “information” and “knowledge” and emphasizes that knowledge is not distributed equally throughout society.
There are haves and have-nots with regard to information just as material wealth Information is very important in our society because any developed country depends on well-informed citizens.
It appears certain that information will be even more important in the future as we move into an increasingly technological age.
Many contemporary issues will require information and an informed public for the solutions for such issues.
Role of mass communication:
* One of the great promises of mass communication is that it provides people with information they need.
* It has the potential of reaching people who have not been reached by other means (poor and undeveloped people).
One example of an effort to use mass communication to provide information to the disadvantaged is the “educational TV program” Sesame Street (which combined information with entertainment for preschool Children.).
Other mass communication efforts that have the advantage of getting information to people usually not reached
is the televised presidential debates that might take the presidential election campaigns to people who would not normally be exposed to the campaign.
The attempts to increase people’s quantities of information from mass media might have some unexpected or undesirable effects.
This undesirable possibility is that mass communication might actually have the effect of increasing the gap in knowledge between members of different social classes. This possibility is called: “ Knowledge gap Hypothesis”.
The authors of Knowledge Gap Hypothesis:
• § The Knowledge Gap Hypothesis was first proposed in 1970 by Tichenor, Donohue and OLien. Mostly, it is known as Tichenor et al or Tichenor and his colleagues’ hypothesis.
Tichenor et al . Stated the KG Hypothesis as follow:
“As the infusion of mass media information into a social system increases, segments of the population with higher socio-economic status tend to acquire this information at a faster rate than the lower status segments, so that the gap in knowledge between these two segments tend to increase rather than decrease”.
The hypothesis predicts that:
• § People of both high and low socioeconomic status will gain in knowledge because of the additional information, but that persons of higher socioeconomic status will gain more.
• § This would mean that the relative gap in knowledge between the well-to-do and less well-off would increase.
Tichenor and his colleagues suggest that:
The K. G. is particularly likely to occur in such areas of general interest as public affairs and science news. It is less likely to occur in more specific areas that are related to people’s particular interests-areas like sports or garden care.
This is the theory revision I created for my A2 Media group a couple of years ago. There is some general narrative theory, Media theory Laura Mulvey etc and Racial Representation theory, Stuart Hall, Paul Gilroy, bell hooks etc. This was based on Media and Collective Identity focusing on the representation of black culture in British Film and American Music Videos.
Mass media communication has become a powerful tool for shaping
our thoughts and behaviors. From television and radio to the
internet, we are surrounded by messages that influence how we
think,
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EMPOWERING YOUTH TO COMBAT HATE SPEECH, MISINFORMATION, AND DISINFORMATION IN THE ERA OF SOCIAL MEDIA IN SOUTH SUDAN is a presentation by Emmanuel Bida Thomas at students' Inter-college conference organised by the Association for Media Development in South Sudan (AMDISS) with support from the Norwegian People's Aid (NPA) on 20th July 2023
This presentation, created by Syed Faiz ul Hassan, explores the profound influence of media on public perception and behavior. It delves into the evolution of media from oral traditions to modern digital and social media platforms. Key topics include the role of media in information propagation, socialization, crisis awareness, globalization, and education. The presentation also examines media influence through agenda setting, propaganda, and manipulative techniques used by advertisers and marketers. Furthermore, it highlights the impact of surveillance enabled by media technologies on personal behavior and preferences. Through this comprehensive overview, the presentation aims to shed light on how media shapes collective consciousness and public opinion.
0x01 - Newton's Third Law: Static vs. Dynamic AbusersOWASP Beja
f you offer a service on the web, odds are that someone will abuse it. Be it an API, a SaaS, a PaaS, or even a static website, someone somewhere will try to figure out a way to use it to their own needs. In this talk we'll compare measures that are effective against static attackers and how to battle a dynamic attacker who adapts to your counter-measures.
About the Speaker
===============
Diogo Sousa, Engineering Manager @ Canonical
An opinionated individual with an interest in cryptography and its intersection with secure software development.
Acorn Recovery: Restore IT infra within minutesIP ServerOne
Introducing Acorn Recovery as a Service, a simple, fast, and secure managed disaster recovery (DRaaS) by IP ServerOne. A DR solution that helps restore your IT infra within minutes.
This presentation by Morris Kleiner (University of Minnesota), was made during the discussion “Competition and Regulation in Professions and Occupations” held at the Working Party No. 2 on Competition and Regulation on 10 June 2024. More papers and presentations on the topic can be found out at oe.cd/crps.
This presentation was uploaded with the author’s consent.
Have you ever wondered how search works while visiting an e-commerce site, internal website, or searching through other types of online resources? Look no further than this informative session on the ways that taxonomies help end-users navigate the internet! Hear from taxonomists and other information professionals who have first-hand experience creating and working with taxonomies that aid in navigation, search, and discovery across a range of disciplines.
Sharpen existing tools or get a new toolbox? Contemporary cluster initiatives...Orkestra
UIIN Conference, Madrid, 27-29 May 2024
James Wilson, Orkestra and Deusto Business School
Emily Wise, Lund University
Madeline Smith, The Glasgow School of Art
3. MEDIA AND ITS EFFECTS ON SOCIETY
MISS JAVERIA
BS(hons)mass communication
5th semester
UMM-E-HABIBA
LAHORE garrison university
4. MEDIA
• Communication channels through which news, entertainment,
education, data, or promotional messages are disseminated. Media
includes every broadcasting and narrow casting medium such as
newspapers, magazines, TV, radio, billboards, direct mail, telephone,
fax, and internet. Media is the plural of medium and can take a plural
or singular verb, depending on the sense intended.
Read more:
5. The definition of media is the plural of medium,
or ways to communicate information.
6. WHAT CAN MEDIA CHANGE
• ATTITUDE
• BEHAVIOUR
• BODY LANGUAGE
• EMOTIONS
• OPINIOS
• THINKING
• LIFE STYLE ETC
9. Society is influenced by media in so many ways. It
is the media for the masses that helps them to get
information about a lot of things and also to form
opinions and make judgments regarding various
issues! It is the media which keeps the people
updated and informed about what is happening
around them and the world. Everyone can draw
their own images from the media provider and
something from it
12. • A False Sense of Connection
• According to Cornell University's Steven Strogatz,
social media sites can make it more difficult for us
to distinguish between the meaningful
relationships we foster in the real world, and the
numerous casual relationships formed through
social media. By focusing so much of our time
and psychic energy on these less meaningful
relationships, our most important connections,
he fears, will weaken.
13. • Cyber-bullying
The immediacy provided by social media is available to
predators as well as friends. Kids especially are vulnerable
to the practice of cyber-bullying in which the perpetrators,
anonymously or even posing as people their victims trust,
terrorize individuals in front of their peers. The devastation
of these online attacks can leave deep mental scars. In
several well-publicized cases, victims have even been
driven to suicide. The anonymity afforded online can bring
out dark impulses that might otherwise be suppressed.
Cyber-bullying has spread widely among youth, with 42%
reporting that they have been victims, according to a 2010
CBS News report.
15. • Exploiting Wealth and Beauty
Unfortunately, print media can negatively affect society.
Magazines publish images of women who are
abnormally tan, thin and blemish-free. Amid a wealth of
such images, women tend to believe they must look this
"perfect" to be found attractive. Similarly, wealthy,
muscular men are portrayed as the ideal in print media,
which can emasculate financially struggling men or men
who don't have "six-pack abs." Publishers have set a
standard for what "beauty" is and continue to send
unrealistic messages about physical perfection.
19. The definition of campaigns suggests that
campaigns
are like election dates either they exist or they
do not. But the move toward intensity suggests
that campaigns can be graduated from those
that barely exist to those that consume voters,
parties, and the media.
20.
21.
22. For centuries, literacy has referred to the ability to read and
write. Today, we get most of our information through an
interwoven system of media technologies. The ability to read
many types of media has become an essential skill in the 21st
Century. Media literacy is the ability to access, analyze,
evaluate, and create media. Media literate youth and adults
are better able to understand the complex messages we
receive from television, radio, Internet, newspapers,
magazines, books, billboards, video games, music, and all
other forms of media. Media literacy skills are included in the
educational standards of every state—in language arts, social
studies, health, science, and other subjects. Many educators
have discovered that media literacy is an effective and
engaging way to apply critical thinking skills to a wide range of
issues.
23. • DIRECT EFFECT THEORY
• USES AND GRATIFICATION
• AGENDA SETTING THEORY
• SYMBOLIC INTERACTION
• MAGIC BULLET
• CULTIVATION THEORY
• COGNATIVE DISSONANCE
• SOCIAL INFLUNCE THEORY
