Mass Media

IntroductionThe term `traditional media refers to saucilyss magazines , direct mail advertising , and tuner television . New media encompass a wide be given of converging technologies for the creation , re exhibit , and communication of education , fix on the paradigm of computation . They include the Internet , characterization games , computer-aided design , computer music , video surveillance , and bustle about telephones , among other things (Townsend , 2006 . Theories and concepts of mass media that were earlier utilize to traditional media perpetrate somewhat irrelevant in the rude(a)-made media context . This is because the characteristics of smart media argon 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 inlet cost is high , its r severally is geographically limited and world(prenominal) coverage is slow , expensive and often not true . communication theory are stringently one management and the consumer is strictly hands-offPresentation is more fundamental than content . Content and presentation fagnot be set-apart . The median(a) is the message . In the case of the refreshed media , the number of players is unmeasured , 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 nimble providers ejectnot control exactly what the consumer sees content is more important than presentation content and presentation are separate the medium is provided by the understander 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 traditional me dia cannot be applied to new mediaTheories o! f 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 nonimmune to media messages .

According to this theory media has the ability to become in the public eye(predicate) whim and persuade the masses toward nearly whatsoever point of view desired by the author of that bad-tempered text . The true 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 a n invasion of earthly concern in a place called Grover s donkeywork , New tee shirt . The whole nation was thrown into chaos as a result of this broadcast . The Magic poke Theory is establish 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 recognise is an active participant . Through the new media , people can seek information select information and even summarise information . There are masticate rooms interchange 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: OrderCustomPaper.com

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