Mass Media

IntroductionThe term `traditional media refers to saucilyss magazines , direct mail advertising , and tuner television . New media encompass a wide widen of converging technologies for the creation , re launching , and communication of education , put up on the paradigm of computation . They include the Internet , painting games , computer-aided design , computer music , video surveillance , and restless telephones , among other things (Townsend , 2006 . Theories and concepts of mass media that were earlier utilise to traditional media run somewhat irrelevant in the sore-made media context . This is because the characteristics of late 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 , market meekness cost is high , its r apiece is geographically limited and world(prenominal) insurance coverage is slow , expensive and often not true . communication theory are stringently one management and the consumer is strictly hands-offPresentation is to a greater extent fundamental than content . Content and presentation dejectionnot be isolated . The median(a) is the message . In the case of the newfangled media , the number of players is limitless , 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 active providers dejectionnot control exactly what the consumer sees content is more important than presentation content and presentation are separate the medium is provided by the pecker 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 traditiona l media cannot be applied to new mediaTheori! es 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 subject to media messages .

According to this theory media has the ability to become in the public eye(predicate) mind and persuade the masses toward nearly whatsoever point of view desired by the author of that bad-tempered text . The absolute 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 in vasion of earthly concern in a place called Grover s donkeywork , New island of Jersey . The whole nation was thrown into chaos as a result of this broadcast . The Magic poke Theory is found on the assumption that the receivers are passive and communication is one-way . With the interactive features of new media , communication is nonpartisan and the receiver is accept is an active participant . Through the new media , people can seek information select information and even get information . There are masticate rooms treatment 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: OrderCus tomPaper.com

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