Good day bloggers!
As i turned on the telly to get my daily dose of global news, i couldn't help but notice the power the media has on society. The power is displayed right in our faces, yet many of us take no notice!
Many scholars have devoted their lives to debating whether or not the media really has such an enormous impact on us as it is claimed; many theories created as a result. Some of the most studied theories include: magic bullet theory, two step theory, gate-keeping theory, spiral of silence, uses and gratification theory as well as agenda-setting theory.
However, if examined closely, none of the media related theories refute the power of the press, but dwell on the extent at which it impacts the society (if at all).
Theories are better understood when put within familiar environs- media examples. When media doesn't cover a story of newsworthy value, many people would argue that it never really happened! If it's not reported on, it didn't happen.
The media has the ability to divert the audience's attention to a societal or political concern of their choice simply by priming a story (highlighting it). This also includes framing the story so as to raise importance in the audience's minds.
Advertising is one area that needs no introduction. The media portrays a desired lifestyle or product in order to reach their consumers. It is also done by linking products to influential members of society- two step theory (Nike using soccer players to sell their products).
These are but a few examples exhibiting the power of the media. However, power is nothing without control. By media possessing power, it is us to decide whether to consume media as passive or active users. It is our decisions that have the ultimate say on the how truly powerful the media is.
Nice article!
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