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How forms of exposure of media plays a role in youth and children, how their learning is affected. It offers an overview of research findings, an outline of concerned responses to the issue, and a look at some of the key arguments in the research. Does it increases the concerns towards violence, alcohol and smoking, physical appearances and education? It also explores the role that media education/information can play in people of all ages and gender's life.
LETTER OF TRANSMITTAL
I present you the fruit of my endeavors to be judged and evaluated. It was my first report in research of the impact of media in our life. I have put all my best efforts in compiling of this report.
As it is my first experience so there can be many errors. I hope that you will avoid my mistakes and consider my work leniently.
TABLE OF CONTENT
LETTER OF TRANSMITTALâ€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦... 5
1. SECTION ONE: INTRODUCTION 8-10
1.2 STATEMENT OF THE PROBLEMâ€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦.9
1.3 SCOPEâ€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦... 9
1.6 DEFINITION OF KEYTERMâ€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦..10
2. SECTION TWO: METHODOLOGY 12-15
2.1 RESEARCH DESIGNâ€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦12
2.2 POPULATION AND SAMPLINGâ€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦13-14
2.4 PILOT TESTINGâ€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦15
2.5 ETHICAL CONSIDERATIONSâ€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦15
3. SECTION THREE: RESULT ANALYSIS 17-26
3.1 ANALYSIS AND FINDINGSâ€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦...17-24
3.3 RECOMMENDATIONS AND CONCLUSIONâ€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦â€¦25
SECTION ONE: INTRODUCTION
In the last 50 years the media influence has grown exponentially with the advance of technology, first there was the telegraph, then the radio, the newspaper, magazines, television and now the internet.
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.
A common person in the city usually wakes up checks the TV news or newspaper, goes to work, makes a few phone calls, eats with their family when possible and makes his decisions based on the information that he has either from their co workers, news, TV, friends, family, financial reports, etc.
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 based 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.
Media impact or media effects are terms used in media studies, psychology, communication theory and sociology to refer to the theories about the ways the mass media affect how their audiences think and behave.
Mass media plays a crucial role in forming and reflecting public opinion, connecting the world to individuals and reproducing the self-image of society. Critiques in the early-to-mid twentieth century suggested that media weaken or delimit the individual's capacity to act autonomously.
The media have a strong social and cultural impact upon society. This is predicated upon their ability to reach a wide audience with a strong and influential message. Marshall McLuhan uses the phrase "the medium is the message" as a means of explaining how the distribution of a message can often be more important than content of the message itself. It is through the persuasiveness of media such as television, radio and print media that messages reach their target audiences. These have been influential media as they have been largely responsible for structuring people's daily lives and routines. Television broadcasting has a large amount of control over the content society watches and the times in which it is viewed. This is a distinguishing feature of traditional media which new media have challenged by altering the participation habits of the public.
1.2 STATEMENT OF THE PROBLEM
The research project tracks and investigates the behaviors, attitudes, and opinions of children and youth with respect to their use of the sources of media.
The scope of the present study is limited to students of first three semesters.
I worked on a small sample and due to limited resources and a shortage of time my research is limited to BBA first three semester students only.
The justification of the study rests on the following considerations:
It is going to help the audience to learn more about media.
It will change the perception of people about media.
The changes of people behaviors, the way they think and react.
How judgmental and unrealistic their minds have tended to become.
The vast use of television is physically and mentally affecting them.
DEFINITION OF KEYTERM
Media here means the means of communication, as radio and television, newspapers, magazines etc that reach or influence people widely.
Everyday indulgence of television or internet?
What are the impacts of media?
What is the drastic increase of communication?
About verbal media?
Impact of media on your personality?
Vast growth of media?
How media builds a fantasy world?
What are the causes of media violence?
SECTION TWO: METHODOLOGY
2.1 RESEARCH DESIGN:
The study adopts survey research design, students of IQRA University was chosen as a target population and from this population first three semesters BBA students had been selected as sample. These people were randomly selected. Figure 2.1 shows the research design used for the study.
Crystallization of problem
Formulation of research questions
Collection of data
Analysis of research
In the first step I find out the problem, after the first step I make research questions. After that I select a sample and tried my instruments on them. Then I collected the data using my instruments from the actual sample. After that I analyze the data using different types of statistics to find the results. Finally recommendations were made using the results.
2.2 POPULATION AND SAMPLING:
Population of the study comprises of all the students of business administration department studying at Iqra University.
The study adopts STRATIFIED RANDOM SAMPLING DESIGN.
Figure 2.2(a) and 2.2(b) show the sampling design in details.
FIGURE 2.2 (A)
In figure 2.2 (A) first I take Iqra University. There are many departments in Iqra University but my target sample is Business Administration.
FIGURE 2.2 (B)
In figure 2.2 (B) as you can see that in first stage I have taken Iqra University (Business Administration) department from which my research is limited to BBA students and my target sample are students of first three semesters of BBA.
Following instruments were used for my study to be reliable and valid.
I used a specially prepared questionnaire comprising of 11 questions for my study but they were not like same. It was arranged in logical order. I prepared all the above mentioned instruments myself.
2.4 PILOT TESTING:
I used a small pilot testing on 3-4 students in order to test my language or themes or responses.
2.5 ETHICAL CONSIDERATIONS:
The ethics were considered vastly while interviewing and preparing the questionnaire.
Following are the ethical considerations:
I told all the respondents not to get personal or emotional.
I did not ask the respond to mention their names.
I took their consent before collecting the data.
I did not use critical language that would hurt anyone.
I assured all the respondents that this data will only be used for the research purposes only and will not be used anywhere else.
3.1 ANALYSIS AND FINDINGS
1. Do you think that fast growth of media has influenced us in a positive manner?
To what extent your life or your activities are somehow affected by the everyday indulgence of television or internet?
It's just a source of entertainment, it doesn't affect my life
It doesn't play a vital role, but it does have an impact
I think what media presents is cool, yes it does have a big influence on my life
Does the impact of media affect your relationships with people?
It makes me judge people in a different way
No, it doesn't
I get new ideas of interacting with people
According to you is the drastic increase of communication beneficial or is it an abuse?
Has verbal media taken over print media?
In olden days people used to consider their family members as their role models, why do you think it barely exists anymore?
Characters defined on TV are more appealing
It still exists in my family
Does media have an impact on your personality?
My way of thinking/talking has changed
No, I don't tend to copy other people's style
Not at all
Has the traditional dress, style, way of thinking and perceiving things changed due to the vast growth of media? Using your own experience please tell us whether the following are "strongly influential," "somewhat influential," or "not at all influential."
Strongly Somewhat Not at All
Influential Influential Influential
It keeps us updated with what's
Traditional dresses and languages
are making us lag behind
Traditions are my priority, they exist
when and where needed
Does media builds a fantasy world in children/ adults minds?
Whether or not media violence actually causes real-life violence?
Please rank-order your top three factors from the following Medias that are more convenient to you. Use 1 to indicate the most encouraging factor, 2 the next most encouraging factor, etc.
People who watch a lot of media tend to believe that the world is more dangerous in terms of violence or trust worthy in terms of too much love stories, than it is in reality
Media violence desensitizes people to real violence
Research found that those who watch greater amounts of television are more likely to:
overestimate their risk of being victimized by crime
believe their neighborhoods are unsafe
assume the crime rate is increasing, even when it is not
The findings were analyzed by the questionnaire in which we found various types of responses.
3.3 RECOMMENDATIONS AND CONCLUSION
Media education is not going to stop the World Wrestling copycat behavior of six-year-olds in the playground. It's also unlikely to influence a teen's choice of a video for Saturday-night viewing. But what media education can do is give young people the tools to respond thoughtfully and critically to media content. It can help kids to put media violence into perspective, and perhaps diffuse some of its power. Television, news papers, magazines, internet, radio e.t.c are very liable for getting information and staying up to date. But people these days tend to take fictional characters seriously and they build a fantasy world of their own which is obviously not applicable in real life. They have set different priorities leaving family, religion and tradition behind. Media violence actually causes real-life violence and most of all they consume most of their time in something which is just meant for entertainment.