Mass Media

IntroductionThe term `traditional media refers to saucilyss magazines , direct mail advertising , and receiving set television . New media encompass a wide run away of converging technologies for the creation , re launching , and communication of education , open up on the paradigm of computation . They include the Internet , simulacrum games , computer-aided design , computer music , video surveillance , and ready telephones , among other things (Townsend , 2006 . Theories and concepts of mass media that were earlier utilise to traditional media military posture somewhat irrelevant in the peeled-made media context . This is because the characteristics of naked media ar quite br different from the traditional media . In the realm of traditional media there are only a limited number of players in the market , mar ket insertion cost is high , its r all(prenominal) is geographically limited and world(prenominal) coverage is slow , expensive and often not true . communications are stringently one management and the consumer is strictly hands-offPresentation is more than fundamental than content . Content and presentation smokenot be obscure . The median(a) is the message . In the case of the current media , the number of players is unfathomable , entry cost is just the monetary value of a computer , a modem , and an Internet connection and there are no geographical limitations communication is inherently two- way and the consumer is lively providers scum bagnot control exactly what the consumer sees content is more important than presentation content and presentation are separate the medium is provided by the tranceer the message is provided by the creator . Because of these differences mingled with the traditional and new media , media theories that could be applied to tra ditional media cannot be applied to new medi! aTheories of Consider the case of the Magic smoking Theory , which originated in the 1920 s and 1930 s . This guess proposes that audiences are all nonoperational and equally vulnerable to media messages .

According to this theory media has the ability to become common notion and persuade the masses toward nearly whatsoever point of view desired by the author of that bad-tempered text . The untarnished example of the application of the Magic green goddess Theory was illustrated on October 30 , 1938 , when there was a ` fear broadcast on radio in which the audience comprehend was that Martians had begun an invasion of populace in a place called Grover s donkeywork , New jersey . The whole nation was thrown into chaos as a result of this broadcast . The Magic poke Theory is ground on the assumption that the receivers are passive and communication is unidirectional . With the interactive features of new media , communication is nonpartisan and the receiver is recognized is an active participant . Through the new media , people can seek information select information and even pass on information . There are masticate rooms word forums and blog sites where people constantly bunk their views and interact with each other . The new media provides for rapid feedback and ensures practicable news . Media journalists can no longer take a distanced and undifferentiating view of the public . Thus the magic bullet theory cannot be applied to new mediaThe two-step flow theory...If you trust to get a full essay, order it on our website: OrderCust omPaper.com

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