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How The Mass Media Influence The Public Opinion Media Essay

In our society, media is everywhere and it is more or less impossible to avoid. My main purpose is to inform you how the mass media influence the public opinion with their advertisement and entertainment that they provide to the public. As I found that, “American spends an average of 28 hours per week watching television (scribd). Most or our society spend undetermined of hours on the internet, listen to a radio, reading magazine , daily newspaper mass media has become as ordinary daily thing in our society. However, most we do not realize the impact which mass media effect political, financial, ideological side (hubpages). “Mass media influence the way we act the values we hold and the way we perceive reality (scribd).

The main purpose of this essay is to provide information about how mass media influence our opinion on what we buy, wear, look, drive, and live. We the people really do not know how much mass media is a big part of our lives more that we think.

But who owns the media, which are the companies or people that shape our values, beliefs and decisions? Time Warner, VIACOM, Vivendi Universal, Walt Disney, News Corp. Those five companies own 95% of all the media that we get every day. They own the major entertainment theme parks, entertainment movie studios; television and radio broadcast networks and programming, video news and sports entertainment. Years ago there was more diversity in companies, but they have merged so now they are just a few and they have the power to shape the opinion and beliefs of us and our kids. So it’s important to be aware of what your kids are exposed to every day and you should also try to look at things from different perspectives and not just from the one the media gives you (WebPages).

They also own integrated telecommunications, wireless phones, video game software’s, electronic media, the music industry and more. (Webpage)

In the early, years people back then were an influence by the mass media also. How do you ask? How did they advertise it was done by the word of mouth this was the only way at that time to get the word across? They had a small newspaper it may had been a couple of sheet but it got the point across for the town.

In our world, we cannot live without our mass media or without technological to improvement the way we send a message to the public. This has made it easier for mankind as we had been brought with a lot of material and advertising that have manipulated us in our daily lifestyle.

“For instance are general daily news as we know as the newspaper with is publication once a day our weekly. This new paper gives us news and current event, advertisements and opinion selection. With the newspaper, it can reach a wide range of people worldwide, this one of the biggest type of mass media. What we need to be aware is that most of our decisions, beliefs, and values are based on what we know for a fact, our assumptions, and our own experience. In our work, we usually know what we have to do base on our experience and studies; however, on our daily lives we rely on the media to get the current news and facts about what is important, and what we should be aware of. 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.” (WebPages).

The newspaper can be a very good influence tool for our society this tool can turn your judgment in favor of or against what you believe. The reason why is because we as a society believe everything that is written in black and white to be true, even if it has the wrong information that had been published to us. Sometime the information we read can be misleading, which can cause a lot of confusion and causing the public to at our respond to the matter different. A newspaper can be an unfair tool, a tool about stories of people lives. For example, if a reporter was writing a story on war such as Iraq's war. The writer writes to the reader to influence people feeling about their person that known for “war on terrorism” the writers try to put fear in American people by describing how our people oversea are being treated and killed. So the newspaper spreads a lot of fear and mix feeling, wrong impression to our people worldwide.

Another mass media that has been around and hit family everyday is calling the Television this shows a colorful image and have sound to make it more real to want or to touch even smell. Today our TV is a big part our influence in the today world. Like the old saying goes “a picture is a worth a thousand words”.

Every typical American sees more than 50,000 TV commercials in a matter of second or minutes. This gives commercial time to put an image in your head for instead you were watching TV, and commercials comes on and there's pops up commercials with a food advertisement. You're sitting there in your home, and there a commercial pop up about Pizza Hut showing off their hot wings with a large pizza, and all at once you begin to crave one so you pick up the phone and have one deliver to your house. Just think if you were not watching the commercial you would save you some money. This is one example of many how the media grab the public and persuade the public consumer to buy or eat things that did not want. Have you ever noticed how many commercials comes on in a day that we watch? We see McDonald, Pizza Hut, Subway, KFC. They advertise to get them to buy their food, they display is so that it makes you hungry. McDonald in big influences on our small children and some adults they use a Happy Meal to lure our child to their food chain. McDonalds used a toy so that the children will want to eat there at the restaurant. Some restaurants have a playground to lure child and game rooms to name a few. The food industries just know what to do if they can now offer toys, playground, they do a free meal with an adult or child under a certain age eat free. The adults like this one when it comes time to save a lot of money. The food industrial has the public obese while the food industrial is getting richer the American people are getting fatter.

Another way that the mass media grasp the American is through clothing most industrial us TV to commercials to get there products out there so that the public will buy what they have made. They use celebrity to do advertise of products so that people will buy what their celebrity is wearing. They focus a lot on the younger group because they like to have the lateness fashion on the block. Take for instant Michael Jordan that is every kid’s idol. Whatever Michael was wearing the kids wanted the same thing and did not care what it cost. They use Jordan in Nike commercial and Nike profits when up. Everyone one respected Michael Jordan. Television has come a long way.

There has been time where misinformation can also be accomplishing through the use of television. Take, for instance, the speech on war on terrorism. Which at one time they were saying that Iraq was strongly influenced by the weapon of mass destruction, and the investigation show. there was no weapon of a such to be found. So, the Americans' viewers were persuaded about all the unproven facts about Iraq's mass destruction weapons in some case if information is not to be for real this type of incident can cause a big lawsuit. This is an example of how the mass media can affect us all it does not matter what color religion, beliefs, or if you are rich or poor the mass media affects on us all.

When we watch TV or a movie, we usually see many images of violence and people hurting others. The problem with this is that it can become traumatic, especially in our children as we see it more and more. Our kids that starting to grow and are shaping their personality values and beliefs can become aggressive, or they can lose a sense of reality and fiction of what they are seeing.

The newest technology is there is for the media is the internet. Everyone who has been on a computer knows how the internet works. This internet is as if having a large spider web each of the strands going in different direction feeding information and receiving information from all over the world. This is the biggest search engine at your fingertips. No matter what type of research you are doing, you can find just about anything or everything on the website. The World Wide Web is not just of search but also can chat to people in long distance. There are programs like Yahoo, AOL, and Hotmail that many people use to chat and receive E-mail. They have to do so many advertisements to keep their search engine going this is how we get to use this type of programs. If you have not noticed check one and see what type of advertisement is sitting on the page for you to click and read. We also can stay touch with our family by using the famous Face book, of MySpace. They also so have advertisements, and spams mail to deal with. It is amazing to how the last technology can be rude someone. At one time, you had this big box and a large monitor sitting on your desk and could not pick it up, and now you can carry in your hand talk with it and everything. Now you can walk and shop while reading your email or message and chat. The internet is the best way to advertise your product. EBay and craigslist are the number one place-to-place ads and go around the world in a second. Everyone around the globe will see the ads just so amazing. The internet is a very addictive you can spend hours on the computer and not realize how many hours have passed because you get so catch up in the web.

We use the web for many things to play games, chat, pay bill, balance checkbook, chat, and much, much more. In the advertisement, this is a gold mine. This technology can be a good/bad thing it keeping adults and children in the house sitting not being social eating and gaining weight and all so becoming to depress. Some kid likes to research for ways to hurt people for instant making weapons, and learning how to make drugs and grow pot. However, on the other hand, people like me, I need the internet to finish my degree, and do the research that I am doing today on the mass media and for communication with my classmates and instructor.

The cause and effect on the mass media for today society are that the mass media makes millions and billions on adverting. They exposed their products to the younger generation group, which will influence their parent to buy because they want the most-up-dated product they make. That is why most mass media targets the children first because they know that their parent will get it for them.

Niklas Luhmann's analysis of the modern mass media. Aside from features of the political economy of the day, the motor that nourishes and sustains the alleged trajectory of modern societies toward "mass societies" is, in the eyes of many observers, the growing significance of the media, increasingly accessible and within the reach of virtually all of the public, a view shared by the Frankfurt School and Luhmann's systems theory. (Bechmann).

How did the mass media change in the last 50 years? The book looks ahead to the future of audience research and suggests that new interactive genres, such as reality TV, and technologies such as the Internet, are already revolutionizing the nature and scope of audience activity and research taking place in. (Ross)

How are audiences more than just consumers of media texts? How are new media and technologies affecting the ways in which audiences are researched? Media and Audiences: New Perspectives looks at the various ways in which ‘the audience’ as a concept has changed and examines the relationships between audiences, texts, and technologies. A chronological as well as a thematic approach is used to explore a wide range of themes. (Ross)

Academic experts have attributed depression, anxiety, and other emotional maladies with consumerism. It is said by some to be leading us to a social/financial catastrophe, and certainly even religious leaders have seriously challenged the value of our consumer-based culture. (hubpages).

“We live in a society that depends on information and communication to keep moving in the right direction and do our daily activities like work, entertainment, health care, education, personal relationships, traveling, and anything else that we have to do.” (Webpage).

The effect of Media on us today is a stealthy thief. As we read our daily Newspaper, the advertising sometimes takes up the whole page. We search for the rest of the article, hidden back beneath the ads. When we turn the Radio on during the ride to work, verses of songs can overwhelm us with the vulgarity and crudeness, casting us into a foul mood for the rest of the day. As we drive down the road we are still being contacted by advertising. The Billboards tell us where to stay, where to shop, and how to get to the racetrack.  The Magazines we read now have articles we would not want our children to read. The racy and risqué now is commonplace, causing our children to grow up with way too much information. Our children and teenagers have used Games and gaming to such an extent that they now feel violence is normal and acceptable. The games children play with on the Internet seems to be destroying the value system we desire to teach. When we go online to surf the web we are bombarded with inappropriate Internet pop-ups and emails. Buy this, play the casino here - we will even give you money to start. Then, when we get home our place of peace, yet the Television is on, inciting our children, and toys there are. On TV they age can watch the ill manners of the Bart Simpson show, playing at a time that is not appropriate, the dinner hour. This show is adult humor, yet there it is when our little ones are still up (wikispaces).

As Schaffer stated: “A national survey shows that 44 percent of female viewers and 22 percent of male viewers watch the Super Bowl primarily for the commercial.” Media advertising contributes to a consumer culture that creates “needs” and raises unrealistic expectations of what is required to be happy or satisfied.” Media depend heavily on advertising revenue, advertisers can influence media contents. (j. Jones and Carroll, 2007) (page 135).

I ended the essay with this quote: "We live in a dirty and dangerous world. There are some things the public does not need to know and shouldn't. I believe democracy flourishes when the government can take legitimate steps to keep its secrets, and when the press can decide whether to print what it knows." Katherine Graham, Washington Post publisher and CFR member.

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