*********SAMPLE ESSAY FOR SBI PO ASSOCIATE*********** MASS MEDIA EFFECTS ON SOCIETY ESSAY Mass Media have a noteworthy effect on both individuals and the society. By effect I refer to any behavioural change that may occur after exposure to a mass medium. On a daily basis residents of any normal household in South Africa start their day with an exposure to a mass medium which not only informs them about what is happening around them also sets the agenda for the rest of the day. In the last five decades, the media and its influence on the societies, has grown 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 laptops, cell phones etc. There are positive and negative influences of mass media, which we must understand as a responsible person of a society. Before discussing 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 as well. 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 where 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. The media has an ability to change the nature of our interactions and culture. It not only sets the agenda it also defines who we are as the society and how we see ourselves by constructing meaning about every other aspect of life that exist. The effects of mass media have being evident in society from as early as the nineteenth century. According media scholar to John Fiske understanding the effects of media on individuals and society requires that we examine the messages being sent, the medium transmitting them, the owners of the media and the audience members themselves, the effects can be cognitive ,attitudinal ,behavioural and psychological. Each and every one of us is affected on a daily basis by some media content; we get weather updates and decide what is appropriate to wear for that particular day. Mass mediums like television have a more direct effect on human behaviour because of the level of concentration it requires and the society is more exposed to television than any other medium. By watching television, films, reading newspapers and surfing the internet we can over a period of time learn the social norms adhered to by certain groups, people and organisations in society. Today we live amongst people who imitate the life style of famous individuals like Bonang Matheba whose lives are displayed on mass mediums. The media has both good and bad effects on the society, at times they entertain and inform us but most of the time they brainwash us with advertisements on how we must buy a specific product. Or change the way we cook, dress and even behave. However a negative influence in teenagers is the use of guns and ammunition by celebrity movie stars, the constant exposure of which would seduce the teen to replicate the same behaviour in the real life. When we watch television or an action movie we usually see many images of violence. The problem with this is that it can become traumatic especially in our children as they see it more and more. Our kids that are starting to grow and are shaping their personality values and beliefs can become aggressive or they can We have put our trust on the media as an authority to give us news, entertainment and education. However, the influence of mass media on our kids, teenagers and society is so big that we should know how it really works. The media makes billions of rands with the advertising they sell and that we are exposed to, every single moment. We buy what we are told to buy by the media. After seeing thousands of advertisings we make our buying decisions based on what we saw on television newspapers or magazines. These are the effects of mass media especially in teenagers, they buy what they see on television what their favourite celebrity advertise and what is acceptable by society based on the fashion that the media has imposed on them. There are some positive and negative influences in young people of our society due to these ad campaigns in the media. Here is a positive influence example, if there is a quiz show on education that is getting a lot of attention by the media and gains popularity among your friends and society, you will more likely want to actively participate and watch these quiz shows.
Posted on: Sat, 08 Nov 2014 12:33:35 +0000