Effects Of The Media

There is an old saying about not believing everything you read, and this saying appeared at the same time mass communications were spreading. The role of the media as a source of information has always been called into question, even more so in the modern era. This is because the media outlets are often privately owned, and the power of mass communication to inform, entertain, influence, or educate is always a major issue.

The individual can pick and choose the sources through which they receive their information or entertainment, however, and this means that anyone who is well informed of media strategies can generally obtain relatively unbiased information or entertainment. When considering the role of the media, it is also important to become familiar with the strategies used by these different groups to communicate with their targeted audiences. For one thing, they will all dedicate enormous resources to the development of marketing programs that identify audiences and determine the best ways to communicate with them.

Most of the major media outlets will then use their findings to craft the most appropriate forms of communication according to their specific goals. For instance, a news agency might develop a website with live video coverage if their research indicates this is what the audience desires, while a film production company develops previews and advertisements to communicate with the masses. This means that market assessment and program development tend to be the most direct approaches used by the media to persuade, educate, entertain, or inform their audiences.

In the United States the most powerful regulatory agency for radio and TV is the Federal Communications Commission, or the FCC. This is a group that actually establishes the types of language and information that can be used with the general public. Most countries have some sort of similar regulatory agency that controls the information available and might also impose cultural or societal limitations on the language or subjects covered in any programming or publication.

One of the most interesting topics to discuss concerning mass media is the regulations imposed on it. For example, in the United States there have been many different eras in which censorship was widespread and unquestionable. Books could be banned, words could be forbidden, and even morality was defined by specific rules and regulations. Regulations have been imposed on the amount of news provided (particularly during wars), on coverage of political campaigns, and on the ethics that a media outlet was forced to uphold. All regulatory issues tend to have the backing of a government agency or authority. This means that, even in the current era, if a media outlet challenges them in any way they face financial penalties or loss of licensing.

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