Marshall McLuhan

In the 1900s, the Western world underwent massive transformation in regards to media effects research. According to Denis McQuail, media is characterized with three different stages. In the first stage, media had great effects on society. This was mainly in Europe and North America, during 1900 to 1940. The second stage is based on the research of mass communication in the United States, focusing on specific questions about the effects and effectiveness of mass communication. The second stage…

Chiyane Peterson Throughout the world today, many may say that we are blind to the real world. What does this actually mean? Some may ask and some may have the answer. There are many different stories of how we are in a dream world; or being blinded by the government . Rather than living what our true lives hold for us. Countless remarks have been said about this all over the web and in time in conversation with one another.However, The Divided Line and Myth of the Cave both have relation to…

Two-step flow model is a model developed by Paul Lazarsfeld and his colleagues in the 1940s. This theory states that media influence, the information we receive from the mass media, often works in two stages. Firstly, media content like facts and views are picked up by opinion leaders in different groups. They can be friends, workmates, movie stars, politicians or anyone else who is considered influential and they usually have the respect of opinion followers due to their status in social class.…

Recent years have opened up a new window for technology to impact the lives of millions across the globe at the same time. This innovation has provided for the fast spread of news and information through the gateway of media. With open access for anybody, and often unfiltered information available to all ages, our early generations are getting tastes of reality, sometimes earlier than they can handle or even process. Though there are plenty of positive and encouraging pathways led by the media,…

I. Introduction Popular culture is generally recognized as the vernacular or people’s culture that predominates in a society (Delaney, n.d.) and is everywhere (West, 2012). Popular culture, better known as “pop culture”, had been affecting our lives, whether we are aware of it or not. It is over the internet, over the radio and over the television. Pop culture’s effect on the society is evident on the way people think and perceive things such as beauty, quality and societal norms—What seemed…

Media is one of the ways of communication in today’s century. It is widely used in societies everyday living. Media could influence society both negatively and positively. Overexposure to media can cause information overload, but with the right use leads to a global exchange in information. The reason we have to be aware in the way we use the media. According to Malani Oak (2016), one negative effect of media is that it may affect a person’s health and lifestyle. Since we all know that using…

Media is a powerful source in manipulating people in thinking a certain way. It is inevitable not to hear or see the news, protests, violence, ads, and especially gun law topic. Media is popular in our society and when there is a burden of a situation media brings up discussions and questioning if the laws are well written or need modifications. This is where the politics are targets and making them question the constitutional amendment of gun laws. To influence the public, they discuss the…

Cultivation Theory Cultivation Theory is significant in mass communication. (Gerbner and Gross, 1976 ) “It states if a heavy viewer is exposed to more violence content eventually effected by the Mean World Syndrome, an idea that the world is worse than it actually is”. Morgan, Shanahan and Signorielli (2017) explains that “cultivation analysis describes a body of research that looks at relationships between exposure to mass media (most often television) and beliefs about the world (attitudes,…

The presence of Mass media in our modern society is very strong, where the access to technology has become available for almost all parts of the world that enables them to stay connected with whatever is happing around them. Due to that a big majority are so dependent on this connection that even their states of mind and mentalities are directly impacted by messages, news and different information conveyed through broad communications channels. Mass media influence our activities, views, and…

In his introduction to Permanence and Change, Hugh Dalziel Duncan wrote, “Burke demands that we become masters of many perspectives in order that we may understand one perspective” (Duncan xv). This statement does a sufficient job of explaining Kenneth Burke’s theory of dramatism to the casual observer of rhetoric. Today, it is second-nature for all 24-hour cable news channels and most people to take into account several diverse perspectives when dissecting events as trivial as celebrity…