Importance of Mass Media
The mass media and the innovative expertise are very significant to globalization.
Types Of Mass Media
There are many types of mass media:
- Classified Ads
- Small Space Ads
- Yellow Pages Ads
- Outdoor Advertising
Sometimes mass media (news media in particular) is being referred to as the “corporate media.” References other than that include the “mainstream media” (MSM).
Role of Mass Media
The mass media play an enormously important role in modern U.S. society. Not only are people informed of happenings and news from around the world, but also are apprised of social norms, customs, and standards ranging from behaviors to beauty.
Several theorists have attempted to explain the broad impact of mass media and media technologies on society and the individual (e.g., McLuhan, 1964). Researchers posited that because mass media is often the primary source of information about situations and places that the audience may have limited knowledge of, and because the media itself imparts a certain level of validity by reporting this information, mass communications have the power to shape impressions and conceptions of normal behavior in given situations.
Other researchers, however, have posited mass media’s impact as a function of how it impedes societal or individual behavioral changes rather than as a means of facilitating societal or behavioral change.
Some critics have viewed mass-media audience as forming a group culture with special characteristics, particularly atomization or with deficiency of societal relations, which make it particularly weak to the weight of contemporary mass-media methods such as advertising and propaganda.
Mainly intellectuals and media-professionals have used the term “mass media.” When the common public refers to “the media,” usually they are pointing to the mass media, or to one of it section namely, the news media.