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Module5 Media Effects

Towhat extent is the media influential on the society?

Themedia plays a great role on the lives of the society. However, it isimportant to evaluate the contribution of the media in shaping thesociety. The media can influence the society either positively ornegatively depending on the content that it delivers as well asdepending on the mindset of the society. The latter is informed bythe ability of the society to look into the content being deliveredand discern what is important and what needs criticism.

Themedia depending on the technique used can be persuasive to theaudience. This is accessed from different angles like age andcategory of members of the society. For example, what is persuasiveto children is not persuasive to adults.

Throughadvertisements, the media has successfully captured the mindset ofthe society on certain matters and set certain standards on differentmatters. The society can either identify with certain behavior orimitate those things on the media and what this means is that themedia has a great effect on the society depending on how it choosesto deliver its content.

Module6 Media effects part 2

Doesthe media portray the reality to the society?

Inassessing the effect of the media, it is important to look into thecontent delivered visa visthe reality on the ground. The underlying assumption is that thesociety will take in what serves its culturally defined needs.

Themedia has the ability to change the way people think through thecontent that it delivers. What is displayed is not necessarily thereal thing. According to the critical cultural theory, the mediaoperates to support and justify the status quo. It is a tool used bythose in power to advance their ideologies. This can be clearly seenif we assess the way news is produced.

Themedia is also able to shape behavior when people take what they getin the media and practice it. The media has been able to capture thesociety’s mind in a way that what is portrayed is believed to betrue which in essence is not true.

Module7 advertising

Whatis the role of advertisements in the society?

Advertisementsinitially were used to make people aware of the products that amanufacturer has for the consumers to buy those products. Over time,there arose the need to create different brands so as to sell morethan a competitor. Today, there are all kinds of advertisements andit is thus important to look into the role that these advertisementsplay in the society.

Thereare those who are for the advertisements and there are those who areagainst them. The pros for advertising include creating a competitiveenvironment, making the audience aware and also for entertainmentpurposes. However, they have also been criticized as some give afalse image or impression to the audience, as they results of using aproduct do not match the content of the advertisement.

Throughthe AIDA model, advertisements have played a great role ininfluencing purchases. Once the ad captures the attention of theaudience and creates interest, there is the desire for that productand then takes the action of buying that product. The problem is thateven though the regulators would want to protect the consumers, it ishard to draw the line between what is puffery. The solution is ineducating the society to be able to identify what is exaggerated.

MediaEconomics Module 8

Whatfactors influence demand and supply in the media industry?

Themedia industry is a unique industry in terms of the productsproduced. There are different actors involved in shaping the industryincluding economic agents, media production firms, the consumers aswell as the regulators. The two factors that determine theprofitability of a media production are demand and supply just likein other industries.

Theproduction costs in the media industry are on

  • Newspapers

  • Video games

  • Reality TV shows

  • Talk shows, e.t.c.

Theindustry raises revenue from

  • Subscriptions

  • Advertisements

  • Subsidies

  • Direct payments

  • Syndications etc.

Thereis a need to balance the two to get a profit. However, the industryis unique in that it is able to fight against the aspects of monopolyin the market. The products in this case are intellectual property,as they do not have a tangible value. The number of consumers is alsonot a determinant on the productions cost. Technology has contributedgreatly in this industry not only positively but also negativelythrough piracy.

Module9 Historical Context

Whatare the key evolutions in the media technologies?


Itall begun with the Gutenberg and today all the pre-printing functionsare digital. The inks used were paper and petroleum based but todayproduction of print media is much easier.


Therewas the discovery that light causes silver halide to turn dark. Itthen went to production of motion pictures, to the use of celluloidfilm. These discoveries have contributed greatly in the mediaindustry. The photographs were initially black and white but todaythey are colored.


Throughthe halftone technology print and photography was combined. There wasalso the development of phonograph. The telephone switches in theearlier years were manual but today they are electro-magnetic.


Alot of development has been made in this field. Some of the examplesinclude: sound waves converted to electrical signals in thetelephones, the development of wireless technology discovered in 1887by Hertz, use of tuners for radio receivers and the convergence ofradio and telephone technologies to produce movies among others.

Weno longer use cable but satellites, which is a major development. Thetransmission of television systems is now on a digital platform andnot the analog system. Signals are now carried by light waves whichare very effective.

Module10 Traditional Mass Media

Whatimpact has the development of the media made on the society?

Initially,the media was seen as a mode of communication but David Sarnoff sawthe radio as a household utility and this was the beginning ofcommercialization. Through the advertisements, the stations were ableto sustain themselves.

Throughthis industry, there was increased awareness among the masses onnational issues and especially on matters touching on the world war.After 1948, there was a general move towards the television systemthat brought competition to the radio networks. To improve thequality of radio sound, the FM mode was made available.

Inthe Film and home video industry, there were major developments.Production was first in the states as evidenced by the Edison camera.To avoid the fees that this accrued, the producers moved to Hollywoodto produce independently. There came different genres and through thestudio system, they were able to produce powerful content.

Todaymedia content is on the digital platform where one can downloadmaterial and also television and radio programs are streamed online.The development in technology has brought all the changes.