MEDIA APPLICATION THEORIES, ROLES, CAPABILITIES

AND CHARACTERISTICS

Prepared by:

Mr. Genesis Z. Tayanes

Ed-Eng 106

 IN THE WORLD OF TODAY, MEDIA HAS BECOME AS NECESSARY AS FOOD AND CLOTHING. IT HAS PLAYED SIGNIFICANT ROLE IN STRENGTHENING THE SOCIETY. MEDIA IS CONSIDERED AS "MIRROR" OF THE MODERN SOCIETY, INFECT, IT IS THE MEDIA WHICH SHAPES OUR LIVES.

Muzna Shakeel, Karachi

The Role of Media in Todays World

•media is the most popular tool of communication• the word global village has been given to the world just because of media• Importance of media in nation building cannot be neglected

IMPACT OF MEDIA IN SOCIETY

• The media known as the fourth pillar of democracy has a huge impact on society• there are both positive and negative impacts media has on society. some are media effects are changes in:

- Knowledge - Attitude - Behavior - Perspective

MEDIA IS NOW IN CHARGE OF…

MEDIA IS NOW IN CHARGE OF…

MEDIA IS NOW IN CHARGE OF…

MEDIA IS NOW IN CHARGE OF…

OTHER CORRELATION OF PARTS IN THE SOCIETY

MEDIA IS NOW IN CHARGE OF…

MEDIA CLASSIFICATIONS

•Print•Broadcast•Out-of-home• Interactive

Types of Media Medium

Print News paper and Magazines

Broadcast Radio and Televesions

Ou-of-home Billboards and posters

Interactive Internet, Telephones, cellphones,

MEDIA CLASSIFICATIONS

MEDIA EFFECTS THEORIES

•Cultivation Theory•Social Action Theory•Agenda-Setting Theory•Media Dependency Theory

Name of the Theory Claims and Key Concept Theories and Developers

Cultivation TheoryPersistent long term exposure to TV content has small but measurable effects on the perceptual worlds of audience members.

George Gerbner

Social Action Theory

Media audiences participate actively in mediated communication; they construct meanings from the content they perceive.

Social action theory sees communication interaction in terms of actors’  intent, receivers' interpretations, and message content.

Meaning is not delivered in the communication process, rather it is constructed within it. Each communication act generates at least three separate and potentially different sites of this construction.

Anderson and Meyer

Name of the Theory Claims and Key Concept Theories and Developers

Agenda-Setting Theory

It contrasts with the selective exposure hypothesis of cognitive dissonance, reaffirming the power of the press while maintaining individual freedom. It aligns well with social judgment  theory.

Maxwell McCombs & Donald Shaw

Media Dependency Theory

Audiences depend on media information to meet needs and reach goals.

Social institutions and media systems interact with audiences  to create needs, interests, and    motives in the person.

Ball-Rokeach and DeFluer

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REFERENCES

• Muzna Shakeel, Karachi The role of media in today's world. HamariWeb. Retrieved last February 18, 2014 from http://www.hamariweb.com/ articles/article.aspx?id=10166.

• Anonymous (2011)Role of Media. Posted January 18, 2011. Retrieved last February 18, 2014 from http://www.slideshare.net /thevagowry/roleofmedia insocietyppt

• http://www.caad.au.edu/attachments/article/43/Class%209-Media%20Characteristics%20and%20Plann

• http://oregonstate.edu/instruct/comm321/gwalker/effectsmedia.htm

PICTURE REFERENCES

• http://www.britishcouncil.org/education/ihe/knowledge-centre/role-english-higher-education

• http://altair.ca/pc/

• http://www.pcadvisor.co.uk/reviews/digital-home/3276372/kogan-32in-full-hd-led-tv-review/

• http://www.diamondmags.com/

• http://nwnc.bbb.org/article/bbb-study-shows-radical-change-in-advertising-in-cyber-age-38748

• http://wilson.house.gov//images/user_images/Education%281%29.jpg

• http://b6fa.com/important-information/

• http://www.menon.org/about-menon/