Media studies

Agenda Setting Theory The agenda setting theory of the media states that, “mass media determines the issues that concern the public rather than the public’s views. In essence, this theory implies that the issues that receive the most attention from media become the issue that the public discusses, debates and demands action on. This means that, the media are determining what issues and stories the public thinks about. Therefore, when the media fail to address a particular issue, it becomes…

1. INTRODUCTION China 's media industry has a great opportunity for development. According to the data released by SARFT (The State Administration of Radio, Film, and Television), the population coverage rate of Chinese television programmes is about 98.42%. China has more than 1900 television channels overall and the audience ratings suggest that users watch television for more than three hours per day. Therefore, China 's television industry and Chinese audiences are closely interrelated.…

Media is being consumed by everyone daily. Whether it is for work purposes or recreational use, media has become essential for most individuals. It has become the normal way of living. It is important to acknowledge the significance of media in the society (Mike Gasher, David Skinner & Rowland Lorimer, 2012). The communication and media world will be forever evolving and growing. This commentary will illustrate how the concepts through chapters 1 and 5 expand my understanding of the media…

Media Framing The framing theory was first introduced by Goffman in 1974. The conceptual framework suggested the frame would influence the audience to interpret information (Goffman 1974). The media provide a frame to journalists reporting the information or a news (Goffman 1974). Social frameworks and natural frameworks create influences on how the data are interpreted in communication (Goffman 1974). Scheufele (1999) has argued that framing as a media effect. The public’s perception of an…

The flaws of cultivation theory have given rise to other media effects theories, such as agenda setting, which is the most popular contemporary approach to studying the media, political reporting and the media’s role in shaping public opinion (Laughey 2007). Gerbner’s cultivation theory is flawed in that its research and findings have failed to be replicated, a major issue in social science research (De Fleur & Ball-Rokeach 1989). Gerbner also failed to separate the entertainment and information…

On November 2nd, 2015, 19-year-old Australian model Essena O’Neill, posted a YouTube video claiming that she was quitting social media due to its misrepresentation of day-to-day life. Her 17 minute video provided a platform for her to reveal the artificial reality of social media. Adolescents are the primary consumer of social media, with over 90% of teenagers worldwide use these networks as a means of communicating with their peers. Through the constant use of social networking, adolescents…

As soon as the mass media appeared, many of the scholarly researchers brought advanced theories on popular culture. Thesis emerged and each one was a probe to give an in-depth understanding of the audience reactions to media texts and cultural artifacts. This essay will attempt to comparing and contrasting the Frankfurt School and the Birmingham School, two key theories that helped unlock and unveil structural codes of media texts. Both schools, shaped by particular historical conditions,…

more avenues through which marketing can occur. Marketing to social groups can be accomplished though the various platforms of social media. The purpose of this review is to explore the marketing elements within the fashion industry. This study also led to the evaluation of the two-step flow theory and the word-of-mouth phenomenon and its impact on mass media and marketing. Fashion as a marketing tool is discussed in terms of its communication aspect. Communication strategies are used to…

Within “The Medium is the Massage” scholar Marshall McLuhan proactively examines the future of the media landscape. Within the specific passage, pages 92 to 95 (beginning at the word “amateur”), and in the book as a whole, McLuhan conveys the theme of progress, giving his perspectives on the ways in which it manifests itself. The author does so through the literary devises of anecdote, giving real life examples of his perspective on progress and parallelism through diction and syntax, showing…

developing. Mass communication will be explored using the three key concepts of media institution, societal problems and academic fields, in terms of theories regarding audience, agenda-setting, and the digital divide respectively. The first key concept of mass communication is that it acts a societal problem (Chaffee & Metzger, 2001).…