How does media shape the public's agenda of issues?

Mass media can shape the public's agenda of issues in unique ways. The media is what is able to present the facts to the people. The media does not tell the public how to think, but it gives them something to think about. Ethics are often brought up when issues arise. There are conflicts of duty that arise. The duty to self, audience, employer, profession and the society. "The law and ethics don't coincide lockstep, which is a major issue in media ethics" (Vivian 447). There are several different moral principals that a media company can abide by. Moral principles include categorical imperatives, utilitarian ethics, pragmatic ethics, egalitarian ethics and social responsibility ethics. Mass media is responsible for creating a public's agenda of issues but it is difficult when juggling that and sticking to the ethics and moral standards. "Merely to follow prescribed rules with unique, sometimes nuanced subtleties makes for a particular dilemma. No prescriptive code, cast in broad terms as they must be, can replace a good mind and the application of broad, universal principles” (Vivian 463).

What is the significance of the First Amendment with speech and press

The First Amendment states that the “Congress shall make no law... abridging the freedom of speech or of the press” (Vivian 429). The US Constitution First Amendment was drafted with the intentions of protecting the peoples individual rights which encompasses their rights to freely express opinions oppositions in the press. This allows the media to express freely with little to no interference from the government. Although this is true, there are certain boundaries that a reporter can not cross. Although the amendment states there shall be no government regulation, Congress has passed laws to limit free expression. The significance of the First Amendment is the freedom of speech and press is protected, there are limitations that make it not completely freeing. These limitations include the Alien and Sedation acts of 1798, Incitement Standard, Fighting Words Doctrine, TPM Standard, libel, indecency, Communications Decency Act, and the Patriot Act. These are all ways that the government has tried to control the flow of news and how it is reported. Although there are obstacles, the First Amendment is still significant because it allows ideas to be said without the backlash from the government.

How does mass media affect the public's agenda on issues?

We as a human race are very impressionable, and the media knows this. By giving certain issues more media attention, it inevitably grabs our attention. When a story or issue is covered over and over, society assumes its importance and they start to discuss it themselves. This is one way to induce reform. By informing the general public, especially repetitively; they will start to take notice as well as form their own opinions on the topic. Another way to induce reform is by disclosing shocking information. By riling up the public’s hearts, there can be catastrophic feedback. An instance where media has vastly shaped the public’s opinion was Upton Sinclair’s The Jungle. It spiked major reform for the treatment of factory workers as well as factory safety, hygiene and humanity. It was actually read by Teddy Roosevelt himself as he ate his breakfast sausage, and he immediately focused on the reform of this issue. The media essentially organizes our thoughts by projecting information they want us to think about.

How does mass media affect the public's agenda on issues?

We as a human race are very impressionable, and the media knows this. By giving certain issues more media attention, it inevitably grabs our attention. When a story or issue is covered over and over, society assumes its importance and they start to discuss it themselves. This is one way to induce reform. By informing the general public, especially repetitively; they will start to take notice as well as form their own opinions on the topic. Another way to induce reform is by disclosing shocking information. By riling up the public’s hearts, there can be catastrophic feedback. An instance where media has vastly shaped the public’s opinion was Upton Sinclair’s The Jungle. It spiked major reform for the treatment of factory workers as well as factory safety, hygiene and humanity. It was actually read by Teddy Roosevelt himself as he ate his breakfast sausage, and he immediately focused on the reform of this issue. The media essentially organizes our thoughts by projecting information they want us to think about.

How does mass media reflect a political system globally?

Media reflects a political system globally because the government can control the freedom of the press essentially. The two types of government are authoritarian and libertarian. Authoritarian government it run as a dictatorship, and libertarian government allows for freedom of the press. "The world's nations and media systems can be measured on a scale of media freedom" (Vivan 420). The mass media is reflected in this sentiment with pre-publication censorship, which means authorities preview material before dissemination, also they believe that anyone who goes against the government is reporting based on falsity in authoritarian. The United States is a libertarian government and under the first amendment, people have the right they should be guaranteed freedoms such as speech and press. Under libertarian government press has free reign as long as it doesn't interfere with security. Mass media is reflected politically because it's freedom is defined by the government.

What is the significance of the First Amendment with speech and press?

The First Amendment plays a large role in speech and press. Think about this, without the amendment what would we even be allowed to say? The constitutions first amendment states “Congress shall make no law...abridging the freedom of speech or of the press”. (Vivian 429) By stating so, the United States government is bonded by law in a way that they cannot control what we say or what the mass media says in the press. Without this, the government would be able to censor what we say about them in ways that would take away our right to freedom. In countries such as China, their government has the right to even block certain websites from their citizens that they feel will be detrimental to their nations image. This takes away those peoples rights to voicing and viewing what may possibly be their real opinions on their nation.
We are lucky enough that in our country we have this amendment because it allows for equality and balance in our press. It allows for their to be supporters and activists on government topics which leaves the facts to the people who can then formulate their own opinions. Without our nations First Amendment, we would be a much different country where we would only be able to say and publish items in which the government agrees with.

What is significance of fourth estate?

Fourth estate is defined as, "The press as a player in medieval power structures, in addition to the clerical, noble and common estates" (Vivian 379). During the medieval and french societies the four estates were structured. The clergy, the nobility, the common people and the fourth, which was never given a proper name. The media serves an independent role in reporting on the government and assuming a 'watchdog' role. The watchdog role is defined as the, “concept of the press asa skeptical and critical monitor of government” (Vivian 381). Because of the fourth estate government is not allowed to interfere with the media. The fourth estate is significant because it is an outside check on the accountability of the government and it also effects governance as a whole. Media acts as a messenger for the public as deciding on what stories to run and they significance. Government tries to direct the media a certain way by only giving certain stories, but the media has learned ways to show both ways and ultimately it is up to the news stations. The public is the main reason that the media is around, so if there are stories that will be beneficial to the public, they are the ones going to be shown.

How does mass media shape the publics agenda of issues?

Mass media has a huge effect on the general public. People are easily influenced by the media. If the news reports that mad cow disease may be going around then no one will eat any sort of cow or drink milk until the media claims its safe. Peoples schedules revolve around the media. For example, I tune it to the weather station everyday to determine what my agenda will be. The media also influence peoples opinions on certain issues. The war on terrorism has been portrayed a number of ways by the media. Some TV stations will support it and some won't. Regardless, the media shapes the publics agenda of issues by what the present to them. If the a murder is all over the news then that's what the public will be focused on. Lately the BP oil spill and the South Korean bombings have been big in the news. Consequently, these are the only issues that have been talked about amongst me and my friends. The media focuses on certain issues and relays them to the general public. Most people don't realize that there are more issues than those just those on the news.

What is the significance of the first amendment with speech and press?

The first amendment allows for the freedom of speech and the freedom of press. This allows any U.S citizen the right to speak their mind. It allows for peaceful protests which have certainly been put to use in the past. Without this amendment people wouldn't be able to fight for what they believe in. The first amendment also allows the press to speak freely. Corruption is unveiled by the press helping our government run smoothly. This amendment is essential for the well being of our country. Freedom of speech is one of the many liberties the U.S offers. It allows the media to say what they like and it also helps prevent the government from controlling what is said and what isn't. If a government official is involved in a scandal he can't stop the media from letting the world know. The first amendment allows the press to report to the nation whatever they like about the scandal. It also allows the people to speak freely about what they feel is unjust, therefore allowing this country to run smoothly with everyone working together to smooth out the kinks. This amendment is an important part of our nation and helps it run smoothly.

How does mass media reflect a political system globally?

The mass media plays a very large role in reflecting a political system around the world. Without the mass media, people in countries around our globe would not be able to see what is going on in other places. When news breaks about an election in a government or something regarding the United Nations, the way we hear about it is through our mass media. They serve as a relaying device between the citizens of various countries. This creates a system in which the media has the authority to manipulate and relay the information in any way they want. They serve as a checks and balances system for the information we receive about politics and anything that goes on within governing bodies around our earth.
The media also plays a large role in letting the government’s of the world speak directly to the people. If a president or prime minister wants to speak to their nation they can set it up so that their broadcast is televised through the major networks of a given country. The same goes for cases where leaders of other countries wanting to speak to the citizens of a different one. The media serves as a channel in which the leaders of nations can speak not only to their citizens, but to the inhabitants of our globe. Without the media, there would be virtually no communication between the governments of the world and the citizens.

How does mass media reflect a political system globally?

The U.S government allows for the freedom of speech, the 1st amendment. This allows the media to convey what ever message they want to their audience as long as it doesn't put our country in danger. This is reflective of the type of government we have. A democratic institution which grants certain liberties to all it's citizens. Around the world there are numerous other types of governments. In North Korea they have a dictatorship. Their government does not allow freedom of speech and therefore the media is scarce there. Kim Jong Il decides what will be shown and what won't. His type of government reflects the mass media of the country. North Korea gives its citizens little to no liberties. It's a harsh place to live and the media certainly does not thrive their. The media is controlled to make Kim Jong Il look like God. His face is everywhere and only good is talked about him. It would be in comparison to Mcdonalds advertisements in the U.S. They're everywhere but they're certainly not good for you.

What is the significance of the fourth estate?

The fourth estate is a term that was created in the late 1700s by Edmund Burke. Primarily used to define investigators. This term which was once frowned upon is now widely recognized as the fourth branch of government. The legislative, executive, and judicial are the three known branches. But what if these branches have become corrupt? The fourth estate is not actually a branch of the government but reporters like to think it is. It is the investigative reporters jobs to discover the numerous acts of corruption that go on everyday in this state. Those in power don't always do what will benefit others, but what will benefit themselves. Money can change the attitude of any politician. A simple bribe could change the way a highway is built. In Connecticut the Governor was involved in a scandal where no water drains were put in the highway so that he would take the money that was supposed to be spent on those drains. But who discovered that he did this? Reporters found out what he'd done and notified the general public. He would later resign before being impeached. The fourth estate helps this government run by uncovering corruption.

Which audience analysis measurements, principles and techniques are most effective, and why?

Polling is one very essential audience analysis method. This is an accurate way to extract information from the general public on what they prefer. With the numerous media sources out there the competition is strong and media companies will do anything to protect their businesses. Probability sampling has allowed companies to narrow down percentages to within five percent. By taking the so called perfect number from a group demographic, this allows the company to accurately determine what they're polling. One very accurate way is metering. You can volunteer yourself for metering and you receive money for doing so. If you do volunteer for it your TV is monitored throughout the day and everything you watch is put down to determine what kinds of programs interest you. This determines the difference between what shows Men and Women prefer and children and adults prefer. This is an accurate way to measure audiences interests.

How has blogs and the internet changed the way news is reported?

Blogs and the internet have drastically changed the way the news is reported. Newspapers are no longer the main source for the news. People use to have to wait until the morning to read the paper and find out the news. With the internet and blogs you can find out the news at any time. By going to any website for example www.cnn.com or www.nbc.com you can find out the days events at the click of a button. Newspapers have been put out of business by the internet. And now with blogs anyone can post their opinion on the internet about events. Biased or not anyone can post what they like or feel. The internet has made reading the news much more convenient and easy. No more waiting for the paper or waiting for the 6 o'clock news on TV. It's an effortless task now to read the news.

How does mass media shape the public's agenda of issues?

Mass media has the unique ability to shape the public’s agenda of issues. It is the media which is able to present the facts to the people in a way that affects what people think about. The media does not tell people how they should think about an issue but instead tells them which issues they should think about. This brings up the issue of ethics because there is not one universally applicable set of standards that should or could be applied to all situations involving media coverage. “The law and ethics don’t coincide lockstep, which is a major issue in media ethics” (Vivian 447). There are several conflicts of duty that come into play when dealing with what to report and how to report it. Some examples are duty to self, duty to audience, duty to employer, duty to the profession, and duty to society. It is not always easy to decipher which duty should take priority and that is why media is such a hard institution to make ethically sound. Besides conflict of duties, if one does not believe in prescriptive ethics, which is defined as “follow the rules and your decision will be the correct one” (Vivian 447), there are several different moral principals that a media company can abide by. These moral principles include The Golden Mean, “Do unto others”, categorical imperatives, utilitarian ethics, pragmatic ethics, egalitarian ethics, and social responsibility ethics. The media is responsible for shaping the public’s agenda of issues which makes it a difficult task since ethical principals, or at least a moral standard, should be applied when creating this agenda. “Merely to follow prescribed rules with unique, sometimes nuanced subtleties makes for a particular dilemma. No prescriptive code, cast in broad terms as they must be, can replace a good mind and the application of broad, universal principles” (Vivian 463).

first amendment in speech and press

The first amendment is important to both speech and press. It allows people to speak and write freely about different issues and topics without getting into trouble. With newspapers and other media outsources being known as a watchdog for society, people need to know that they will be protected if they say something that others do not agree on. The media relies on the first amendment in order to survive. We, as the people, utilize the first amendment as well. We need to know what rights we have and do not have when we write, read, and exercise our opinions. Overall, the first amendment is important to our society as a whole.

What is the significance of the First Amendment with speech and press?

The first amendment is crucial for our system of government. It informs the public with no inhibitions, making sure that people get as much of the truth as possible. Although there have been battles regarding the amount of free speech we should have. The government puts few restrictions, simply to keep society in order. An example would be like someone shouting “Fire!” in a crowded theater, stirring people up for no reason. The government disables obscenities and views of prejudice from hitting the airwaves. In wartime the government has also restricted the output of information as a result of said National Security. Cases regarding how much media the government should censor been debated for years and is still up for debate. Every citizen has the freedom to express themselves, but how much of it should be for national or international viewing? Restrictions on the first amendment are to keep information from being overly offensive to the general public. And it keeps the airwaves clean, so citizens can be guaranteed that their information is reputable.

How does mass media reflect a political system globally?

News reporting and mass communication has allowed the people to check up on their own government. Muckraking journalists have uncovered huge scandals going on behind closed doors. It puts the government out of full control. The amount of information a country’s government allows heavily reflects upon how the country is run. The United States is a democratic country where citizens have the right to freedom of speech and expression. We keep our government in check by informing the public and allowing them to vote upon whether they want to keep figures in power. China on the other hand is under Communist regime. Information is provided only by government approved sources. Citizens firewalled to the majority of communication. Everything is checked by the government and if an individual discloses words that are considered a threat, they will be rectified. Mass media reflects how much government control there is. By having more freedom of speech, there is also less chance of corruption.

What is the significance of the First Amendment with speech and press?

A core American value is that the government should not be allowed to impede or restrict free expression, which extends to the mass media. The United States Constitution was drafted with the intentions of protecting the peoples individual rights which encompasses their rights to freely express opinions and oppositions in the media. The First Amendment states that the “Congress shall make no law... abridging the freedom of speech or of the press” (Vivian 429). For media people the clause in the First Amendment which states that government can not infringe on speech or of the press has been known as the free expression provision. This provision is ideal in a democratic society because it guarantees the people the right to complain about the government and demand that the wrongs of the institution be righted. Although the amendment states there shall be no government regulation, Congress has passed laws to limit free expression. The significance of the First Amendment is that although freedom of speech and of the press is protected, there are limitations. These limitations include the Alien and Sedation acts of 1798, Incitement Standard, Fighting Words Doctrine, TPM Standard, libel, indecency, Communications Decency Act, and the Patriot Act. All of these examples are ways in which the government has constrained the publics fundamental right to free expression in both speech and press. Despite these limitations, the First Amendment is significant because it allows for the free flow or ideas and expression which contributes to a democratic society in countless ways.

What is the significance of the fourth estate?

Every society has classes, whether they are based on status or income. They stemmed from the early societies, all the way medieval time and present day. In the medieval era, the English and French societies had classes called estates. Edmund Burke was credited for the coining of the word, fourth estate (Vivian, 379). The fourth estate was journalism and how it portrayed the other three estates. It was probably also seen as the lowest class because they were investigators. In that time, anybody that tried to discover the truth and level out the classes was looked down upon. Over the years, however, its role has transformed from the monarchies of England and France to the democracy of America. In the United States, the media has an unofficial fourth branch of government that is comparable to the fourth estate idea.

In the US, we have the three branches of government to balance the power so one does not become more powerful than the other. However, these are all under the umbrella of the government, and the media is not. The fourth estate’s job is to expose the government, prevent corruption, and allow the citizens to see what exactly what their government is doing. It is systems like these that make for a successful democracy.

What is the significane of the fourth estate?

Back in the days of medieval England and France, the classes of society were broken down into estates or classes. There were the three common ones. The first estate was the clergy. The second being the nobility and the third was the common people. But as media started to become more and more popular, a new estate emerged, the fourth estate. Media was becoming an ever growing force as new ways of delivering news and propaganda started emerging. The fourth estate was looked at as a higher power that controlled what the lower estates heard and the methods in which they received their news. The fourth estate also reports on what happens in the lower estates, this is the reason why it is called the fourth estate.
The fourth estate is very important in all of our lives today. It is sometimes even referred to as “the fourth branch of government.” (Vivian 379) This is said because without the media and news, there is no way that the government would be able to work and communicate. Also, the media, or the fourth estate, acts as a governing body over the government. It keeps an eye on them, reporting any news or changes to the public which in turn promotes the ideals of democracy.

What are some mass media effects and their impact on society?

The mass media effects people in a number of different ways. One of which is defined by the Bullet Theory. The bullet effect theory is the idea that “the mass media had a profound, direct effect on people.” (Vivian 351) This idea implies that we see the media as “pictures in our heads” that are shaped not by our personal experiences in the real world but by our viewing of the mass media. So in essence, this theory implies that we do not draw on knowledge from our own experiences however form the media outlets we view. In a way this is very true in our modern times. Many people rely heavily on mass media outlets in order to formulate their ideas and opinions on what is going on in the world.
A more recently developed theory and more widely accepted on is the cumulative effects theory. It is stated that “Nobody can escape either the media, which are ubiquitous, or the medias messages, which are driven home with redundancy.” (Vivian 353) This theory makes much more sense because media is literally everywhere in our lives today. As the media is everywhere, we are bound to be effected by it, no matter how hard we try. This theory makes more sense because it combines all the other theories into one that implies that the media effects us no matter how hard we try to avoid it.

How does mass media reflect a political system globally?

Mass media reflects a political system globally because the government is the institution that can either control or allow for the freedom of the press. “The world’s nations and media systems can be measured on a scale of media freedom” (Vivian 420). There are typically two types of government, authoritarian and libertarian. Authoritarian is typically governments who run a tyranny, also known as a dictatorship. In these nations, the government is seen as infallible, which places its policies beyond questioning by the media. “The media’s role in an authoritarian society is subservience to government” (Vivian 397). The mass media is reflected in this sentiment with pre-publication censorship, which means authorities preview material before dissemination, also they believe that anyone who goes against the government is reporting based on falsity. A libertarian government however allows for freedom of the press. The United States is a libertarian government and under the First Amendment people have natural right that they should be guaranteed which includes freedom of speech and press. A political system that rules under libertarianism believe that the press should have free reign as long as it does not interfere with international security, like the release of defense strategies. Mass media is reflective of the political system implemented in a society because its freedom is determined by the government.

What is the significance of the fourth estate?

The fourth estate is the final, unofficial check and balance in America’s bureaucratic system. Better known as the press and protected by the first amendment; it serves as a watchdog over government activity. It keeps the general public informed as objectively as possible, allowing them to form their own opinions on the subject. Within the last few centuries, the press has catalyzed a lot of reform and has helped keep society in control of how their government acts. Although the fourth estate holds a lot of power, and it has been known to follow its own agenda when it comes to certain issues. The press also will act in the best interest of profit. Found in the media are many images and sensationalist articles that cannot be trusted. It becomes up to the individual to make their own decisions and not believe everything that is broadcasted. But when it comes down to it, the fourth estate is imperative to have a successful democracy. By mass-sharing information, society can make informed decisions on how they choose their lifestyle, and their leaders.

What is the significance of the fourth estate?

Media has been referred to as the fourth estate since Medieval English and French societies determined its ability to emerge as a power player with the invention of Gutenberg’s moveable type and mass-produced written word. The media serves an independent role in reporting on the government and assuming a watchdog role on behalf of the citizens. Watchdog role is defined as the “concept of the press asa skeptical and critical monitor of government” (Vivian 381). The media is used as a vehicle to report the truth and uncover scandals that permeate the government. The fourth estate is significant because it is an outside check on the accountability of the government and it also effects governance as a whole. The media, due to a lack of time and space, acts as a framer by selecting what to cover which in return creates the public’s agenda. Although political leaders have been quick to learn techniques to influence what media covers, it is ultimately the decision of the news station and newspeople to decide what will be covered, how it will be covered, and how the people will react to the coverage. “The news media report on the other estates, ideally with roots in none and a commitment only to truth” (Vivian 379).

What are some mass media effects and their impact on society?

How someone perceives the media and its influence is different for everyone. Some people believe that the media directly impacts us, which is the powerful effects theory, under the umbrella of the bullet theory. “…powerful effects theory devotees assumed that the media could inject information, ideas and even propaganda into the public consciousness.” (Vivian 352). These people think that the media has immediate effects. Others theories have been proposed such as the minimalist and cumulative effects theories. Supporters of the minimalist theory believe that the media’s effects are mostly indirect. People are influenced by their social agents and not exactly from advertising, radio, television, or newspapers. The cumulative effects theory says that, “…media influence is gradual over time.” (Vivian 353). A prominent leader in this theory is Elisabeth Noelle-Neumann, who is a German scholar. These are just a few descriptions to elucidate the extent to which the media influences us.

Lifestyle effects contribute to the mass media’s effects on our society as well. Socialization contributes to it; the process by which we learn behavior. Living patterns, such as the typical nine to five work day which allowed little time for reading the evening edition of the news, which lead it being phased out. All of these theories and more explain how the media is depicted.

What are some mass media effects and their impact on society?

Mass media effects everyone in numerous ways. Television can help children learn at a young age. Shows like Sesame Street and Barney help children learn how to share and also teaches them values. They can learn right from wrong from these shows. The newspaper informs everyone of what is going on in the world. Americans have numerous resources to use to find out the news. Television, newspapers and magazines are all resources used to update the American people on current events. The mass media has a direct effect on society. It influences everything we as Americans do. Commercials and ads influence what products we buy and campaign ads influence who we vote for. The mass media effects us in so many ways we don't even realize. Violent movies and video games are very controversial right now. Games like Grand Theft Auto are especially controversial. This game is extremely violent and inappropriate. If young kids start playing it bad things could potentially happen. Kids under the age of 12 are too young to play games like these. Even some teenagers can't handle the content in these games. They lose touch with reality and the difference between right and wrong. Violence is such a normal act in this game that it really affects those who play it. Overall, the mass media effects society in numerous ways.

What are some mass media effects and their impact on society?

Mass media can definitely effect society in many different ways. Not only can it effect children, teenagers and adults but seniors too. "Mass media have a large role in initiating children into society. The socialization process is essential in perpetuating cultural values" (Vivian 354). As the book says, nobody is born knowing how to fit into society. Where do we learn the basic essentials for fitting into todays society? Mass media. Television, newspapers, movies, music and magazines are just a few ways for people to gain knowledge into our society. It all really begins in the toddler age. The first things that we see is what we believe is right, and depending on what we see in the media is how we are going to act. I don't believe media is the only impact on our society, but I do believe it plays a strong role. Sesame Street, Barney, Blues Clues and Arthur are just a few of the shows we watched growing up that taught us how to share, count, spell, problem solve and an all around basic knowledge to begin our learning. Today however the children's shows are more based on entertainment and noise then an educational knowledge. The process then moves on to teenagers and their video games and late night TV. There is so much more violence and mature content in games and the big screen than there was 10 years ago. This definitely has an impact I think on todays environment. More people talk about their kills in Halo than they do their homework grades. Did they see the latest teenage pregnancy TV show rather than how far along their midterm paper was. The media is not our sole cause for changing our society, but it does have a huge impact on what we do in our society today.

Which audience analysis measurement principles and techniques are most effective and why?

"Traditional polling techniques include interviews and diaries, both of which are being eclipsed by meters. Some devices even track which billboards a person passes and how often. These new devices track usage of new media forms, including the Internet, and the extension of television viewing beyond the living room and also playback viewing with TiVo and similar devices" (Vivian 336). There are a many different ways do this including; Interviews, diaries, meters, people meters and portable meters. Interviews is basically face to face, mail and telephone survey techniques to get peoples reactions and fuller information. Diaries are a sampling technique in which respondents keep their own records. They were mailed during sweep weeks to get the best results. Meters are the most effective technique. Meters, people meters and portable meters were introduced as a supplement to diaries and improving accuracy. People meters are devices that track individual viewers by scanning the television channels every 2.7 meters. Portable devices are to be carried around by people to see what people are watching at bars, restaurants, offices and airports. All in all, meters are the best way to track what is being watched because it gets people at home, individuals and what people are doing in the public.

What are some mass media effects and their impact on society?

With the exorbitant amount of edited images we see in the media, our lines of reality have been blurred. We have grown desensitized by being constantly bombarded with such powerful and often manipulated images. It is not just the drastic images that are causing an impact, but the frequency to which our society sees them. It is still being debated whether or not violence in the media affects societal violence, but recent research is showing that it has a heavy impact on children. It is recommended that children under two do not even watch television because they cannot yet distinguish fantasy from reality. Albert Bandura also concluded that children may imitate acts of violence if they see it ‘benefitting’ in some way shape or form. Adults can certainly distinguish fantasy from reality but even our view of realistic body image has been skewed. Mass media portrays all these images because they know we want to see it and they know it sells, but the impact has become irreparable in many ways. We as a society must realize this about the media and ourselves so we do not get caught in between fantasy and reality.

What are some mass media effects and their impact on society?

It has been said that the mass media can effect many aspects of society. Although the mass media does play a role in what the people see I do not believe that it can be considered the only factor in the way people act. The bullet theory claims that the media can directly and immediately affect a persons behavior. There is not enough research to prove this theory and that is why people now believe that the mass media instead can affect attitudes but not behavior. I am more inclined to think that mass messages created through the media can affect ones attitude because when someone is constantly exposed to a message it can affect the way they feel towards what the message is depicting. Mass media does not have profound effects on society, personally I see it as a vehicle that depicts the lifestyles and culture of the time period. Cultural values that are dominant in societies are developed through mass media but do not originate in this format. “Causal explanations for gradual opinion shifts are elusive, although mass messages are a factor” (Vivian 357). Mass messages and the media in general are factors in the way society acts, but it is not the sole cause. To say that mass media effects society is correct in that it may have a slight influence on society, but the media is not the sole provider or producer of the way that society acts.

Which audience analysis measurement principles and techniques are most effective and why?

Since radio and television’s popularity skyrocketed, media figures have started to measure their success. They have found a series of ways obtain these rankings such as polling, sweeps, sampling, interviews…etc. While they are all deemed effective in their own way, there are plenty of fallacies with each method, and the only way to truly obtain an effective measure would be to collaborate a series of these methods to come to an ultimate conclusion. Sweeping is when TV rankings are conducted by measuring how many Televisions are tuned into a certain station or show. They are done over the course of certain weeks. This is useful because you get a concrete number, but the problem is that sweeping does not account for the flush factor (people leaving for commercials). It also does not account for the fact that people switch stations to avoid channels or people record shows to edit out the commercials. As a result of these concerns, other methods of measurement must be used to get feedback. Another method is polling or interviews, where the general public is asked to answer questions and share their opinion on a certain subject. The problem with these two methods is that the people that tend to answer these questionnaires tend to have a strong view so the results will be skewed. People who are apathetic to an issue are less likely to answer questions or respond to a poll regarding it. So no measurement of success is truly perfect, but a collaboration of a series of methods can ultimately lead to good feedback on how the general public views aspects of the media.

Which audience analysis measurements principles and techniques are most effective, and why?

There are many methods to measuring audience opinion. The media uses probability sampling, quota sampling, survey evaluation, straw polls, interviews, diaries, meters, people meters, portable meters and Internet devices. Some of these tests are techniques and some are principles. I tend to think that the techniques are more useful than the principles, but that is just my opinion. However, one of the principles, probability sampling, is useful because it picks out a random group of a certain amount of people from that population which represent the the entirety of the group. This is useful because it allows the media to get the gist of a group without having to poll every single member. Another useful tool is interviews, if society is willing to participate in them. A company or station would call up a random household and ask if they would be willing to participate in a survey. Most often, this works better if there is a trade-off, such as a gimmick for the person who participating in the survey. But, when I take a survey, I am honest and reasonable, because I understand that they are just trying to improve their company. One of the other useful techniques is meters. These are useful because they track what channels a television set has on for most of the time. Overall, polling is probably the best method for the media to use to judge what the public enjoys most. All of these tools are somewhat accurate and can provide an ballpark figure of what mass audiences prefer.

In what way do media and advertising work together?

Advertising and the media mutually benefit each other. On television, for example, a station gets its income, not only from viewers, but also from commercials that sponsor the station. Every show on television is interrupted for an advertisement, at least once in its time slot. Some shows even focus on advertisements, like TBS’s Best Commercials of 2010. Every year, the station rates the best commercials on television by humor and persuasiveness. However, there are other forms of advertisements, such as print ads, which are usually in newspapers or magazines. When you read a magazine, there is typically an ad on every other page, if not the back of the page. Those advertisements are the source of income for those mediums, which provide people with less expensive reading material. One of the reasons that advertising and the media go hand in hand is because of their relation. An advertisement is a form of the media. When you are exposed to ads in a magazine or on the television, you are being exposed to the media. Advertising is a form of the media and contributes to its dominance. Advertising and the media are both under the same umbrella of industries and it is no surprise that they benefit from each other.

How is public relations used as a persuasive tool in communications?

Public Relations, in itself, is a persuasive technique that focuses on relationships, especially between businesses. Although public relations is defined as, “a management tools to establish beneficial relationships”, “it is also a persuasive communication tool that people can se to motivate other people and institutions to help them achieve their goals” (Vivian 269-270). To accomplish its goals, there are four steps that public relations people must do. They must identify existing relationships, evaluate the relationships, design policies to improve the relationships, and implement the policies. The whole idea behind public relations is that it keeps the company honest and persuades the public that they are a worthwhile institution. By doing this, they are having press conferences, issuing press releases, and emphasizing the company’s strengths and attributes. All of this is meant to influence the consumer and the public. One aspect of public relations, is lobbying which is very persuasive because they try and promote policies and legislation. Any PR employee in that department must have the ability to persuade. As for public relation firms that don’t persuade, they won’t have much luck because the whole idea behind public relation is influencing the public. If the public is not on your side, then your company will not do well. Persuasiveness is a key tool to any job in public relations and it is a key element in the business.

How has mass media technology changed the way audiences are entertained?

The devices of mass media technology, such as television, movies, photography, radio, Ipods, and many others have made it easier for audiences to be entertained. When radio first began, it took the sense of hearing and put it into play. People listened to their favorite television shows, listened to music and news broadcasts, all on the radio. When television came about, it utilized the sense of sight and people were able to all of their favorite shows come to life. The images were already created for them and they didn’t have to imagine what they saw, like they did with radio. Much like television, movies were an escape from everyday life for people. They entertained people because of the different genres that were available; people could choose what type of movie they wanted to watch. Finally, there are Ipods, which utilize every type of media technology ever created in the past 100 years or so. Someone is able to take pictures, listen to music, watch a movie or television show, all in the comfort of their own home and on their Ipod. All of these devices were great inventions that helped people escape from everyday life and take advantage of the social life.

Who are the gatekeepers of news? How effective is investigative reporting in informing the public?

What you read in the paper, in a magazine, what you see on television, or hear on the radio are all chosen by a person called the gatekeeper. “The gatekeeper is a media person influencing messages en route” (Vivian 230). That staffer is responsible for choosing what message the public is going to see. They tend to work behind the scenes, because they prepare what is going to be put out there in the media. It is impossible to fit every detail in a news story, and that is where the gatekeeper comes in. They decide what to keep, what to omit and what the main point of the story will be. However, how the story is portrayed or the unwritten message out of the hands of the gatekeeper. What you see on the news is their decision, based on public preference and opinion. Most often, gatekeepers try to maintain the honesty and integrity in a story.
Much like gatekeepers are investigative reporters. Their job is to discover the truth and remain honest while doing it. Like Jim Hummel, an investigative reporter faces a lot of scrutiny because they are sometimes seen as brown nosers or muckrakers. These are not necessarily the best reputations to have because they make it more difficult to get the dirt on a story. All together, investigative reporting is crucial to the public because it prevents and exposes corruption and lies in the media.

How has blogs and the internet changed the way news is reported?

Information is spread rapidly due to the Internet and its speedy retrieval. News has a way of now, reaching mass audiences through articles, videos, twitter updates, Facebook statuses and blog posts. The Internet has created a commons for media to thrive in. Because of blogs, people are able to follow a certain story and comment on other’s opinions of it. Although, I think, Internet has had a much bigger impact on the news industry than blogs have. The Internet has created a highway for news to travel on, with updates within seconds!

News stations have even created a solution for those who don’t have access to a television, or missed the six o’clock news. Almost every news program has a website that has a recap of what was missed or videos that are streamed online. They have also taken it to a new level with comments and feedback from audience. That feature is very useful because it allows news creators to know what the public wants to see. Besides the websites of news programs, there are also live feeds that are constantly updating. For a hot news story, a web site can put up a feed to a pending story and have viewers watch the development of it. The Internet and blogs have made a huge contribution to the news industry. The development of new techniques and devices are still growing and they will help make the spread of news even faster than it is now.

How is public relations used as a persuasive tool in communications?

Public relations has been used as a persuasive tool in communications by companies to promote their name in society. Public relations basically is the communication by a person or organization (preferably in the positive spotlight) that is intended to create goodwill or a favorable image to the public for a person, institution, item, ect. The definition of public relations as said by pioneer Edward Bernays is a loose one with many different variations to it but in the end almost mean the same thing. The public relations profession is one that people put a lot of trust into and because of that it’s a success in advertisement is through the roof. Public relations and advertisements pretty much go hand in hand. When institutions are changing policies, their PR goes on to observe what it would do for the company and how/if it would help them. The effects of these things are very important to the PR and their job is mostly just to make sure that literally, everyone is happy. Customers (the public), employees, the government, ect. They need to make sure everyone is happy and the product their vouching for is not biased or against anything. PR officials only want their products in the positive light, and will do anything to have it so.

How has mass media technology changed the way audiences are entertained?

Mass media technology has changed the way audiences have been entertained by making technology less of a privilege and more of a necessity. Now that especially hand held devices such as Blackberries, iPods, Gameboys and portable Playstations are popular, you can literally do anything you desire on your personal device. It is no longer an experience to physically go to a movie theatre and watch a movie you’ve waited weeks to see with your friends when you can just buy it off of iTunes and put it up on a projector in your room. It’s all about convenience, and society has gotten spoiled in every way with their personalized and unlimited options of entertainment media exposure. Technology also keeps on advancing and will never stop. Someone will never be 100% media literate in their lifetime because when they finally feel like they are up to par with all the new electronics, a new one is there to replace what they just bought. Even though all of this is unnecessary, people feel the need to be pampered in the way they are entertained. Because of this, mass media will keep on evolving to satisfy our ongoing need for the next and best new thing.

Which audience analysis measurements principles and techniques are most effective and why?

There are many different techniques in which audiences are analyzed and measured. Most of these methods piece together the practices of calculating how many people are viewing the product and how long they view for. One of the most effective measurement tools is counting circulation for newspapers and magazines. The Audit Bureau of Circulations is in charge of making sure that is in charge of “Checking newspaper and magazine circulation claims” (Vivian 332). The method of tracking this type of media is fairly easy because you have to physically buy print media. So companies easily track subscriptions and the amount of product that is sold based on sales and unsold copies returned from news racks.

One of the harder and less reliable types of media analysis is that of broadcast viewership. Since this type of media is basically instantly accessible for everyone, there are enormous amounts of viewers to keep track of. However, this type of tracking is necessary because in order to know if a show is working or not companies look at the ratings. It also helps with advertising and to know when to show certain advertisements and where. Although measuring mass media is a very difficult and large task, it is a job that needs to be done in order for the companies running these media outlets to stay in the race and be at the top of their game.

How is public relations used as a persuasive tool in communications?

The goal of public relations is to persuade the public that the company, person, brand, item, etc that they are representing is something they will approve of. All information released must go through public relations so they can monitor it and help keep a good reputation. They also help repair the image when there is bad press or gossip spread. When public relations is used in advertising it is used to make sure the ad is targeting the correct audience and that it is promoted enough through media to reach a large amount of people. Most major companies today have a public relations office used to help promote their business. The goal of public relation is to almost create a facade of how great and amazing this company is and why its better than the competitors.

How has mass media technology changed the way audiences are entertained?

Media is slowly taking over how we live our lives. Cell phones, ipods, electronic books, laptops, and so many more devices are kept at an arms length at almost all times of the day. As technology has advanced so have the standards for our technology. Simple flip phones are a thing of the past and can be considered cheap and low tech. Iphones, blackberries, and droids are the new must haves that are taking over the market. This is only one example of how the technology of the past no longer entertains us. We always want the newest and greatest. The movie effects and quality we have now is something we could never even imagine just a few years ago. We even have 3D televisions that we can buy for our own homes. Again just a few examples of how we cannot be satisfied with the media and technology of the past.

Who are gatekeepers of the news? How effective is investigative reporting in informing the public?

The gatekeepers of the news are those who decide which new stories are the most important to report and which just don't make the cut. Typically the gatekeepers are the editors of newspapers, producers of the news television shows, producers of the radio station and so on. They're the ones with the most say. The news stories reported today are not necessarily the most important anymore however. Stories which will get the most viewers and have the highest rating are the ones that get chosen to air now. Sometimes it will not even be news but celebrity gossip or something along that line. Investigative reporting has become very helpful when it comes to informing the public. Investigative reporters uncover what the government and celebrities try so hard to hide. With all the technology we have today, it has become very easy to dig around and find exactly what information you are looking for.

Which audience analysis measurements principles and techniques are most effective, and why?

Audience analysis is a crucial roll in determining what the mass audience is interested in which correlates to what is shown in media outlets. In the 1880’s people would listen to what others were talking about to gage public interest, but presently there are several different principals and techniques used to establish the mass audiences preferences in media. There are several principals that go along with probability sampling, which is defined as “everyone in the population being surveyed has an equal chance to be sampled” (Vivian, 328). Sample size is an issue that needs to be addressed. To assure that enough of the population is sampled it is a general rule that in population sizes over 500,000 the sample size should be 384. Also the margin of error and confidence level affects the validity of a study. Other audience measure techniques include interviews, diaries, meters, people meters, and portable meters. There is no specific technique that is better than another, it depends on the medium and also the information that is being collected. There are flaws with every principle and technique used to gage the audiences interests and preferences because there is no way to know what everyone is thinking unless everyone is analyzed which is unrealistic and expensive. Audience analysis has progressed since the 1880’s and the new principals and techniques allow for a more accurate sampling of the public.

In what way do media and advertising work together?

Advertisements are how the media get their products known to the public. Without advertisements the media would have a hard time selling their products. Movie advertisements are a great example. A movie could be terrible but if the advertisement is well made then people are going to go see it. That way the movie still makes money regardless if it is good or not. Of course until people realize the movie isn't good. Regardless, advertisements are essential for the media. There's no other way for their products to become known. Billboards, television commercials, magazine ads, ads in the paper, and internet ads are some examples of how the media advertises their products. Basically anywhere you go you're going to see an advertisement of some kind. This is exactly why the media utilizes advertisements. It helps them sell more of their product and in turn make more money. Every companies goal is to make more money.

How is public relations used as a persuasive tool in communications?

Public relations persuasiveness is essential for any company to continue running well. When a company slips up and has a product that may not work or has negative side effects, the public relations is responsible for assuring the public that everything is alright. If they aren't persuasive then the company may lose the majority of their customers. The PR is also responsible for attracting customers and making them buy their products. It is essential for public relations to be persuasive. The market is a battle field and every company is fighting to stay alive. If one company slips up the public will turn to another company with the same product. That's why public relations needs to persuade the public to stay with their company.

In what way do media and advertising work together?

Advertising and media work together everyday in so many ways that most the time we don't ever realize it. "Advertising is vital in a consumer economy. Without it people would have a hard time even knowing what products and services are available. Advertising, in fact,is essential to a prosperous society" (Vivian 297). Advertising is a main influence in our economy because it basically drives our economy and public to buy things. Without advertising people wouldn't know what a lot of products are out there, or where to get them. Advertising give information that is hard to obtain elsewhere. When you see a poster for a play or concert, you subconsciously put that knowledge away even if you don't intent to go. You are informed of that information, and that was the goal of the advertisement. The reason media fits in is because that is how the advertising is presented. Without mass media, there would be no easy way for the advertisements to be seen or known about. They not only work to support the other medium, but they do this for financial reasons too. The ads seen in newspapers or magazines were paid for my the companies, and that money went into making the magazine in your hand. On Super Bowl Sunday an average price to put a 30 second ad on is around 2.8 to 3 million dollars. For one small ad, the company will get a ton of publicity and the media market gets just that much more money for running a 30 second clip.

How is public relations used as a persuasive tool in communications?

Public relations, "Is a persuasive communication tool that people can use to motivate other people and institutions to help them achieve their goals" (Vivian 269). Public Relations(PR) is used by many businesses and famous people to set up relationships with other groups. There is external PR that helps organizations to engage with groups and people outside of what they do. For instance; customers, dealers, suppliers, community leaders, and policy makers. Internal PR cover communication for optimal relations amongst employees. When institutions are making a policy, the PR must consider the effects it will have. Will the public like it? Will the employees like it? Who does it effect the most? That is some of the things a PR must ask themselves. PR is a persuasive tool because they are used to help promote things to the public, but also to control the damage. PRs can influence public policy, but they can also help correct the problem instead of covering it up. When a PR steps in they must create a open and candid relationship that doesn't hold an opinion or have an attitude. Both could be negatively seen by the viewers. PR is a persuasive tool because they create relationships between not only businesses and employers, but the government and the public too. What they do/say can effect everyone so they have to tread carefully and make sure they keep everything peaceful.

How has mass media technology changed the way audiences are entertained?

Technology has changed completely over time, and yet in no time at all. We use technology today like it is another appendage from our body. Walking around campus, atleast 3/4 if not more of the population is either a) talking on their cell phones, b) listening to their ipods, c) checking facebook on their devices or d) texting away. Cell phones began with in 1973 when Motorola came out with a Portable Phone that was about 3lbs and roughly 9x5x2. Today's cell phone can be small enough to fit into your pocket, and thin enough so you wont even feel it there. Not only do cell phones let us talk to another person at another location, no, they now let us text, listen to voicemail, go on the internet, check our emails, check our facebook, tweet anytime, take picture and videos, send those pictures and videos, and so much more. The cell phone has evolved so much since 1973, and yet that is only one small part of our media technology and entertainment.

Movie and Television have changed drastically over the years. Who knew 10 years ago that so much skin being shown would be the norm on daytime television. We now see half naked girls walking around and trying seduce anyone they can on TV-and talking about controversial things like teen pregnancies, abortions and sex. Only a few years ago that would have been pulled off the TV, and now there are number shows based on these topics. Movies have evolved not only with topics, but with the graphics too. Movies like Children of the Corn was extremely frightening and realistic back when it came out, but for those who watch it today, its nothing more then a blob. Today, the latest scary movies is Saw 3D where you actually get to see people getting cut up in 3D. Oh how the technology is changing, and I know that in 5 years there will be a whole new batch of technology making waves.

Who are Gatekeepers of the news? How effective is investigative reporting in informing the public?

The gatekeepers of the news are basically the ones who decide what news is presentable to the public. Also described as, "media people influencing messages en route" (Vivian 230). Pretty much, they decide what gets put into the newspapers and what is reported on the news channels to the public everyday. There is not enough room, or time for every piece of news to be broadcasted so the gatekeepers are the ones who pick the top stories for us. "Their job is to exercise news judgement, deciding what most deserves to be told and how" (Vivian 230).

Investigative reporting is defined as, "Enterprise reporting that reveals new information, often startling; most often these are stories that official sources would rather not have told" (Vivian 234). Investigative reporting is a way to uncover the truth, no matter the outcome of the story's information. Gatekeepers and investigative reporting often go hand in hand in the news. Many times when a reporter or a story uses investigative reporting their stories will be passed be the gatekeepers and put into our news stream today. All in all, I think that investigative reporting is very effective today because the public wants to hear the details and the stories behind the headlines, and investigative reporting brings that. The unwanted truths and hidden scandals are very appealing to the public and the gatekeepers know that.

Pulblic Relations and Elections

It is election eve.
Think about all the public relations that has been going on leading up to Tuesday's mid-term elections. Which candidate has persuaded voters to cast their ballot for them?
In Rhode Island, will it be Independent candidate Chafee or Democrat Caprio as the next Governor? In Massachusetts, has incumbent Patrick Deval convinced the electorate to re-elect him to another term or has Republican Charlie Baker argued strongly enough for new leadership and reasons why voters should vote for him?
There are even bigger implications nationally with these mid-term elections within congress and a possible shift of power, and leading up to 2012 when President Obama seeks re-election.
Good public relations tools have been used with politicians for years. Like it or not, negative campaign ads are now part of the process. Public relations gives more diversity to the dialogue that takes place between candidates and the issues.
Hopefully, honest advocacy means a more informed electorate as they head to the polls Nov. 2 and we shall see the outcome of our democracy at work.