ipl-logo

Prospects And Challenges Of Mass Communication And Its Effects On Perception

813 Words4 Pages

Prospects and challenges of mass communication and its effects on perception
Before 1920 “mass” refers to target the large audience but mac quail stated that now a days it refers that how much the media influence the secrecy, the ideas of individuals and their cognitions which are not satisfied with the media use. Author said that individual perception often depend on how much they are in contact (interactivity) with media. Perception is effected by personal experience, social interactions and media
Furthermore the individual perception is not only influenced by the level of interactivity with media but it impacts on the perception of time spending on media type while using the media. Each and every different type of media communication …show more content…

The repetitive messages given by the media shapes the individuals perception. Elle illustrated that perception is formed through a two way process in which media and interpersonal communication both build up the perception. Furthermore they explain that perception is also influenced by the recognition of the message among people. People speak when they believe their view will become popular and if not they remain silent because of the threat or insecurity of criticism. Perception actually had a greater impact on opinion, whatever you perceive, you will interpret on the basis of the perception. Therefore the popularity of message and threat of criticisms influence the perception either to talk or remain silient. This concept is called spiral of silence. That’s why both sides of communication either mass communication or social (interpersonal) communication effect the …show more content…

If individuals purchases anything that he/she does not require then it means that not only the third person influence on perception but this is also its social desire that influence on perception to buy a thing.
Another side of changing the perception by media communication is that if harmful message (anti social) conveyed by the media in the form of advertisement then it has larger effect on others and smaller effect on themselves but smaller effect of pro-social messages on others and larger effect on themselves .As miller in 1986 described that mass media communication mainly influenced the unaware audience with adverse effects on their perception and behavior.
Bengt Johansson stated that if we compare the effect of the positive and negative messages are presented in the form of advertisement e.g. seat belt advertisement vs slimming pills then effect for negative message will be greater for others i.e. less educated people or innocent people rather than themselves or highly educated people or people who believed on their personal interest are less influenced by negative messages. They further illustrated that if negative messages are presented in the form of public service announcement rather than a commercial then it have a greater impact on the targeted audience in appositive way rather than the negative impact on innocent

Show More
Related
714 Words | 3 Pages

This public service announcement’s appeal is firmly built on both pathos and logos. The ad stimulates a variety of emotions. The viewer can feel sympathy for the victims of the accident, as well as fear of themselves becoming victims of a similar situation. Some may become angry at the mother for putting the life of her own child, as well as the life of an unsuspecting driver, in danger. Quick glimpses of all of the victims and bystanders’ faces are shown during the crash.

Read More
397 Words | 2 Pages

Public health messages: 1) “Click it or Ticket”, while more of a legal slogan it also covers the public health issue of vehicle safety. This message has been used mostly by highway patrols and local police departments and can be seen and heard through television, radio, and billboards. 2) “Play 60” is the National Football Leagues anti-obesity and message to get kids to be active for 60 minutes a day. Television ads are often played during NFL games directed at parents and children likely watching the football game. 3) “Meth Not Even Once” is an anti-drug message, specifically methamphetamine.

Read More
1555 Words | 7 Pages

The Consequences of Opinions in the Media The media is a driving force and a major contributor to change in society. The information it gives has the power to sway the opinions of millions and is a significant factor in the views of the public. When the media gives its own opinions to the public about a certain race, group, or religion, there are immense consequences. In the book Indian Killer, the media plays a large role in swaying the opinions of the public toward a specific race.

Read More
385 Words | 2 Pages

In this age of mass communication, the explicit attempts by advertisers shown in the supermarket video proves the theory of mass persuasion. Along with attempts to persuasion is the influence of power by the media such as the media contagion where rapid transmission of emotions or behaviors spread through a crowd. Walmart for example is known for low price items and gives a shopper the impression that the store is bursting with great deals and bargains. By observing other shoppers filling their carts with great deals, similar to a contagious disease, I get the bug and unplanned shopping occurs upon stumbling on 50% percent off deals and more.

Read More
930 Words | 4 Pages

The audiences interpret the media in their own perspective and tend to avoid messages that do not go along with their beliefs. Selective processes theory includes selective exposure, selective attention, selective retention and selective perception. The first two steps in this theory involve the selective exposure and selective attention. This step explains the tendency of the audience to expose themselves and/or to attend to messages they feel are align to their current attitudes or beliefs and interests. Political interest and opinion for example might influence the way an individual gave attention to a media message.

Read More
438 Words | 2 Pages

I believe that societal pressures and expectations can discourage silence by fostering social conversation (Cihangir-Cankaya,

Read More
1714 Words | 7 Pages

Media are everywhere, from newspaper to cinema. General public are influencing by reading news or watching movies. Media is a powerful weapon to change people’s minds. The more people read or watch, their beliefs, views, opinions will be affected. Racial representation in media has developed the views of society toward different nationalities, religious and coloured skin human.

Read More
1196 Words | 5 Pages

It has become a means of communication, discovery and self-presentation, it is undeniable that the mass-media has profound effects on the development of the thoughts and attitudes of individuals. Whether consciously or subconsciously it infiltrates our minds and alters our perceptions of how we see others. The cultivation theory developed by George Gerbner (1967) conducted research on the impact of mass media and how as humans we inadvertently are influenced by the symbols and portrayals of the media. Through this, we construct a sense of self and who we are and aren’t. It is pivotal in reaffirmation and creation of attitudes we have.

Read More
1388 Words | 6 Pages

PSAs are constantly attempting to persuade people for leaving pro-social behaviour like fast driving or violence against women etc. These are sensitive form of advertisements that has necessitated reaching the people and creating change to reflect important social problems faced by them. These are designed to inform or induce certain behaviours in precise audiences, usually for noncommercial profit using mass media-approaches (Rice &Atkin, 1989). PSAs serve two important functions to the society. The first function of PSA is to inform, educate and raise people’s awareness about certain societal issues (Borzekowski & Poussaint, 1999; O’Keefe & Reid, 1990).

Read More
993 Words | 4 Pages

Like political culture and the public political efficacy, perception/ public opinion can be influenced by the individual efficacy and the media effects, Lindsay Hoffman observes that, despite the media flow in content, media have a chance in setting public agenda and orientation beyond individual characteristics; individuals might interpret information differently to create contextual data. Other theorists argue about the role played by bureaucrats in influencing public perception, they ascertain that politicians and bureaucrats play an important role in manufacturing public opinion through a series of activities ranging from channeling televised programs, visits, and engaging in activities to mold certain orientation. 2.3.1 Spiral of Silence Theory The theory of Spiral of Silence was founded by Elizabeth Noelle-Neumann to entail the process of public opinion formation whereby an individual will refrain from expressing opinion whenever he/ she faces uncertainty over his viewpoints. The lack of self certainty is said to be influenced by social environment; Social environment is more influenced by media, and individuals

Read More
925 Words | 4 Pages

The theory explains “how individuals use mass communication to gratify their needs” (Burgeon, Hunsaker and Dawson, 1994, cited in Udende and Azeez, 2010, p. 34). The theory holds that “people influence the effects that mass media have on them” (Anaeto et al, 2008 cited in Edegoh, Asemah and Nwammuo, 2013, p. 23). The assumption of the theory is that people are not just passive receivers of media messages; rather, they actively influence the message effects. Media audience selectively choose, attend to, perceive and retain media offerings on the basis of their needs, beliefs, etc., thus, “there are as many reasons for using the media as there are media users”

Read More
812 Words | 4 Pages

In this essay I will write about the strengths and weaknesses of perception as a way of knowing. Perception is the way we perceive the world through our senses. We use all five of our senses, which are sight, hearing, smell, taste and touch to understand the world and interpret it. We can then say it’s a Primary way of knowledge. We can also say that, because the senses is the way our body communicates, we have at least three more senses: kinesthetic sense, which is our awareness of our body’s dimensions and movement; vestibular sense, which is the awareness of the human’s balance and spacial orientation; and organic sense, which is the manifest of the internal organs (for example, hunger or thirst).

Read More
862 Words | 4 Pages

According to Baran (2012) mass communication can be defined as “the process of creating shared meaning between the mass media and their audiences.” This essay aims to discuss the degree to which we are shaped by our interaction with the media. In order to achieve the aforementioned aim of this essay I will focus on the following: limited-effects theory, two-step flow theory, attitude change theory and agenda setting. The limited effects theory sets out that media influence is based on individual and social characteristics.

Read More
892 Words | 4 Pages

In this advance era, mass media plays a significant role towards all of us and we can truly admit that mass media is one of the basic essenssial that used by everyone in their daily life. Generally, mass media is a print and electronic means of communication that spreads messages to the audiences and carries out information to the people in the society. Mass media can be divided into two categories, which is the print media include like newspaper, magazines, and books. Another mass media is the electronic media include like radio, television, and internet which is used by most of the people nowadays. Media is one of the most influential aspects of our lives.

Read More
998 Words | 4 Pages

Media are platforms of mass communication that can be categorized as either new of traditional media, with new media being forms of communication that make use of technologies such as the Internet, and traditional media being more conventional forms of media such as newspapers. Media, primarily new media, is getting more popular and influential, especially in today’s day and age since we are exposed to it a lot more than in the past and also since media is more easily accessible now. The media can shape our behaviours, perceptions and opinions, and it is important to know how people are influenced and impacted by it. The media can influence someone’s perception of social reality, or perceptions of beauty or even influence people’s behaviours and habits and therefore, the media does shape who we are. One way that the media can shape who we are is by influencing our perception of social reality.

Read More

More about Prospects And Challenges Of Mass Communication And Its Effects On Perception

Related Topics

Open Document