Role of the media in contemporary society

Media and Society

The media plays integral roles in society such as reporting news and providing a platform for public discussion.
Mass communication is a key feature of modern societies and includes various forms like newspapers, television, radio, and online platforms.
The media offers entertainment, influencing popular culture and shaping social norms and values.
Through advertising campaigns, the media can shape consumer behaviours and economic trends.

Theories of Media Influence

The hypodermic needle model suggests that audiences passively receive information from the media and are directly influenced by it.
In contrast, the uses and gratifications model posits that audience members actively choose media that fulfils their needs and desires.
The two-step flow model suggests that information travels from the media to influential opinion leaders, who then pass it on to the wider public.

Media Ownership

The concentration of media ownership is a concern as it can lead to the underrepresentation of diverse voices and perspectives.
Pluralist theorists argue that commercial competition between different media outlets ensures diversity of views.
However, Marxist theorists argue that media concentration leads to ideological control and the reproduction of capitalist values.

Media Bias and Objectivity

Media content is not neutral but is shaped by the values of those who produce it. This can lead to inevitable instances of media bias.
While aim to maintain objectivity, journalists and reporters often operate within a framework of established preconceptions or “news values”.
Bias can also occur through agenda-setting, where news outlets decide which stories are newsworthy and should be given public attention.

Digital Media and New Media Technologies

Digital media has facilitated interactive communication, breaking down previous barriers between producers and audiences.
New media technologies allow users to access, create, and share content on a global scale, exemplifying the concept of media globalisation.
Social media platforms offer individuals the chance to participate in public discussions, challenging traditional models of media power.