Date of publication: 2017-08-29 17:40
Both on radio and TV advertisements are sandwiched between news items and songs as the case may be. These advertisements try to influence our minds about what we should eat, drink, wear or buy in general.
Today our life is full of mass media. Our day begins with a newspaper delivered to us with our morning cup of tea. Some of us switch on to radio or TV while getting ready for the day and try to absorb the latest developments since the newspaper went to bed (sent for printing) last night.
They are important tools in disseminating information they make possible communication exchange and spread of knowledge which are vital as far as societies and cultures are concerned.
Not so the mass media. When talking about the role of the mass media, it has to be borne in mind that the mass media do not operate in isolation. They operate in societies and for societies and all societies have their own cultures or, increasingly in modern times, are multicultural, with a variety of cultures, ethnicities and trends. So the mass media that are evolving and their functioning are much more complex today than ever before.
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Sophisticated societies are dependent on mass media to deliver information. Marshall McLuhan has rightly called media 8775 extensions of man 8776 . This is because, as . Kreps and . Thornton point put, media extend 8775 people 8767 s ability to communicate, to speak to others far away, to hear messages, and to see images that would be unavailable without media 8776 . By disseminating information of varied kinds in society, mass media create awareness, generate debate and spread knowledge.
As public relations tools, media assist organisations in achieving credibility and respect among public opinion leaders, stakeholders, and other gatekeepers. Finally, as advocacy tools, mass media assist leaders in setting a policy agenda, shaping debates about controversial issues, and gaining support for particular viewpoints.
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