Mass Media

The launch of the BIC women underwear is the best example that it was not. The brand products are known as disposables and have a similar way to distribute and use the same outlets. The new line on disposable underwear had no link with the other products BIC was operating with. There was no link connecting underwear and pens or lighters. So in order to introduce such a different product a huge campaign should had been introduce. This campaign showing more than one product the underwear to show the new line or products the company is going to introduce.

The marketing for the underwear was very poor instead and the underwear buyers did not want them at all. BIC was not flexible enough in order to enter a new unrelated product category. The difficulty existing to connect two different categories of products with the same name was not argued by BIC. The powerful existing brand perception for one style of products it is almost impossible to change. The brands name can have a lot of power where they have credentials.

If you take the name of the brand out of these credentials it loses its power. BIC tried to find a new product to sell so desperate that they did not think how to introduce it in the market. The BIC underwear also requires a new distribution channel and ifferent technology in its production. The main BIC products use different materials such as plastic and metal. The BIC underwear needed a new production material. All these made the BIC underwear fail and disappear really fast.

I would have done a different campaign to launch this product. First by using the many sources of communication that BIC has. Place in every sell cage of BIC pens and lighters a pre-launch awareness. Market the people that already know the brand and create a perception of a change in the brand. With this source of marketing you could ntroduce them to social media of BIC offering incentives. With this you will have feedback before launching. The underwear must have quality and BIC main products do not fulfill this perception.

Let the customer tell you what they will like in the underwear’s. Place yourself in the street and introduce the product, get feedback and advertise it at the same time. In order to launch the new product place the product and focus in a particular sector. Quality, price and easy to buy must be the main features of this product to get the customer satisfaction. Find the way to distribute the product and promote it. This product cannot be sold in the same distribution channel of the other products BIC has.

The women underwear is a product that you want to place in the right stores, the stores where women buy their underwear. In the stores big promotions and easy perception must be place. For the underwear with the other brands. With this BIC underwear will focus in the ages between 14-26 year old women. This age group is more open to changes and convenience. Also a change in the brand logo for this product must be done. With this brand awareness exists but also a differentiation from the main products of BIC.

Having a company blog is really important. But if you’re anything like me, you’re often pushed for time, and writing new content sometimes doesn’t get the time or attention it deserves.

That needs to change.

Done right, establish yourself as an expert in your industry and give you the authority to pull in customers and cement their loyalty., for instance, exposes you to a new audience and helps you connect with influencers in your industry.

Over the years, I’ve discovered some simple habits that help me write great blog posts in less time, allowing me to create content consistently without sacrificing in terms of quality. I’d like to share them with you.

Step 1 — Be systematic.

For effective blogging, you need to have a plan. You need to adopt the mentality that blogging is a powerful marketing tool rather than a leisure activity.

Assuming you’re starting from scratch, the first step might sound a little trite, but. This helps you for your posts. Would they prefer it formal and professional or informal and chatty?

Your industry can help you predict the kind of tone you should use, but generally, a mix of formal and informal makes for the most impactful content. Whichever tone you use, you won’t be read by everyone — and that’s okay. The goal is to create a loyal fan base.

You also need to be clear on the type of content you publish. Choose a specific niche — your niche — and stick to that. This will help you stay focused and appeal to a specific audience. After all, you don’t have enough time to write across industries.

The third most important thing is to organize your time. Stick to a writing and publishing schedule. If you can only write two days a week, do that consistently. Writing and publishing randomly will not only reduce your effectiveness, but also deter your audience.

Related:

Step 2 — Use outlines.

Do you ever find yourself moving from one idea to another and then back up to the first idea. In the end, you have a post with a flow so poor that not even you can read it without wincing? It might be because you didn’t first, or you set it poorly.

Creating an outline makes it easy for you to think through a certain topic by helping you visualize a post before writing. That way you know which ideas you’ll be presenting and in which order. Outlines also help you avoid writer’s block by breaking down the subject into more manageable chunks.

By creating outlines, you can easily tell if you’re communicating your point as clearly as it sounds in your head. For instance, you can have an outline where you explain a point in three sections — introduction, supporting facts and conclusion. Once all three sections are sufficiently filled, you can comfortably move to the next point.

Also be on the lookout for inspiration. It’s the middle of the day, and a prospect just asked you. Jot it down, and get back to it. By using a tool like Evernote, or just creating a note in your smartphone, you can create an outline and continue building it up on the go. This reduces the amount of time needed when you actually sit down to write.

Bottom line — more time on preparation means less time writing and editing.

Related: 

Step 3 — Keep it simple.

People want access to as much online content as they can get in a day. They want to wake up the next day and find more. For this reason, most people who come across your blog post

So, how do you use the blog post to provide value to the same people you know won’t read it from top to bottom? Simple — be brief. Always go for the least number of words to make a point. Clear and concise writing requires frugality. This saves time for both you and the reader.

Also, practice writing in the active rather than the passive voice. For instance, say “police raided the premises” instead of “the premises were raided by police.” The active voice is shorter than the passive by two words. When you add it up it really makes a difference.

Another way to keep things brief is to use visuals like images, video and infographics in your text. , especially on social media.

Related:

Step 4 — Repackage existing content.

Sometimes you’ll momentarily run out of. It happens. At such times, repackaging existing content, especially by industry experts, is a good idea.

As the name suggests, content repackaging means changing the format of existing content and republishing it in a new format. Sometimes it involves updating it without changing the format.

Think about all the blog posts you don’t read because they’re too lengthy and simply because you don’t have the time. You’re not alone. There are readers out there who wish they could find shorter versions of certain online content. So why not create a condensed version? Just remember to give full credit to the original author. For instance, you could have the headline that reads “6 Key Takeaways From XYZ.”

You can also republish SlideShare presentations, videos or infographics as blog posts. The. However, unless you’re running a content curation site, don’t overuse this tactic as you might lose credibility or misrepresent the real purpose of your blog.

I can’t overstate the benefits of business blogging. It doesn’t necessarily need a huge investment of your time. Sometimes it takes under an hour to write an insightful blog post that will keep bringing traffic to your site day after day, month after month.

Origins of Classic Rock BY Dhank22 The Origins Of Classic Rock The Classic Rock format features music ranging from the late 1960s to the late 1980s with a primary focus on Hard Rock, Blues Rock, and Folk Rock popularized in the 1970s. The classic rock format evolved from AOR radio stations that played popular rock albums from the 60’s and 70’s to present date. One of the Original AOR stations which spawned Classic Rock as we know it today was “Cleveland’s Classic Rock”. This Famous radio station mixed oldies and AOR station playlists to develop “Timeless

Rock”; which is what most of todays youth views Classic Rock as. The Definitive origin of the term Classic Rock is hard to pinpoint because the term evolved with the way it was used in social and entertainment settings. Therefore I believe the best way to describe how Classic Rock came to be is by providing the core principle of the Genre. The most telling aspect of the adjective “Classic” is defined as something about which the same opinion has stood over a long period of time.

Thus, People listen to Classic Rock and feel the same way about it today as they did when it as first recorded. The geographical origins of Classic rock can be found in most of the major cities of the 60’s and 70′ but the cities that stand out the most are Chicago Illinois, Cleveland Ohio, Kingston New York, and Houston Texas. I believe these cities are the true origins of Classic Rock because of their prominent radio stations that featured Classic Rock and oldies. The founding genres of Classic Rock are primarily Hard Rock, Blues Rock, and Folk Rock.

The degree and specific effect of each genres contributions varies but remains onstant in its relation to the emotional response of the listener Hard Rocks main contribution to Classic Rock can be found in it’s ability to cause listeners to feel motivated to act about the lyrical content of the song. Blues Rocks main contribution to Classic Rock can be seen in it’s tendency to focus on lyrical and musical empathy for common sorrows. Folk Rocks main contribution to Classic Rock is best shown by it’s lyrical relation to social issues of the time and the effect of each person in society.

Creative writing first draft In today’s modern society, media is everywhere. Even at an early stage in life, people are heavily exposed to media. According to a study concluded by Kaiser Family Foundation (2010), teenagers spend about 53 hours per week on different sort of media; such as television, internet, and film. As it has become a huge part of people’s everyday lives, one may question what role this plays in terms of shaping the opinions and positions of the younger generation. In my opinion, the mass media has got a huge impact on teenagers.

Some influences may be positive, such as access to information and overall awareness. On the other hand, a society has been created where teenagers blindly follow trends, advices and norms that have been influenced by the mass media. Let’s take my typical morning as an example. The alarm clock goes off after 8 hours of sleep, which Vie read is the recommended amount. When taking a shower afterwards, I use a certain shampoo, which I bought because it was presented by my favorite actor in a commercial.

Having done that, I will put on my makeup which is carefully selected from one of the brands recommended by my favorite magazine. I will also style my hair in a certain ay, inspired by a trend. After that I will carefully select my outfit according to fashion which is presented by the different sorts of media. For breakfast I will have some bread and Juice, which is healthy and full of nutrition’s according to a newspaper. As clearly shown in the example above, media has affected my life in many ways.

Things, such as my way of clothing, selection of makeup, and even my diet, are inspired by media. Even though there may be different or even better options for me in terms of preferences and lifestyle choices, there is a big chance that I will base my sections primarily on what is presented to me through media instead of basing my decisions on facts and personal interest. This is because I’m constantly being exposed to a certain ideal in terms of lifestyle, opinions, etc. Which I could be heavily inspired by. According to Teen futures media network, a teenager will have seen around 350 000 commercials by the age of 18. Also, a major amount of hours will be spent by the TV or the computer. This constant exposition to trends and ideals will shape people’s opinions and view on things in various ways. A survey in People Magazine showed that 80 % of all female respondents felt that women in movies and television programs made them feel insecure about their bodies.

Basically, the mass media has got both positive and negative impacts on the younger generation. It influences decision, preferences, and decisions all through people’s lives through advertisements, televisions and magazines among others. No matter what consequences the mass media brings to teenager’s lives, it is undeniable that media does shape the opinions and positions of the younger generation in various ways. English Creative Writing By Hindquarters

The mass media plays a very important role in everyday life. It is often the only form of education which is available to some, and as such has a very powerful influence over people”s beliefs and opinions. This influence is never more evident than when analysing the relationship between the media and politics. Politics can justifiably be described as THE main determining factor in our lives, the major influence over many facets of day to day living, such as finances, healthcare and employment.

The media is the major source of information about political affairs, and as such has control over what we actually know about the political system and what we may never find out. As a result of this, it becomes inevitable that the media has a certain ‘hold” over the political arena. The media can judge, approve and criticise. It can make or break political careers, even parties, and the information which the media provides helps the public to form attitudes, responses and opinions towards political events and actors. Thus it becomes very important for the political parties to keep the media ‘on-side”.

It is obvious that the media does have some impact on politics, but the main question should be to what extent, how does it manifest itself and why should we care anyway? For the purpose of this essay the media will be described as the press, TV and radio. On the face of it the media is there simply to communicate, or act as a transmitter of information between the political world and the consumer. However, probably since the end of the second world war, it has become clear that the media can often have a hidden agenda when reporting politics.

Indeed, one of the most contentious issues over the last few years, at least since I have been ‘consuming” media products, has been the debate over media ownership. This has been particularly evident in the press, the most notable case being the Rupert Murdoch ’empire” – News International. I will start off by discussing the case of the press, as I believe that this is traditionally where much of the impact on politics has occurred, although I will discuss later how this may be changing.

One major area of concern about press reporting of politics is the apparent ‘dumbing down” of the coverage, even amongst the broadsheets, and the effect that this may have on politics. In 1993 Labour MP, and current Home Secretary, Jack Straw published a short research report into the press coverage of parliament, ( Negrine, 1998,p1). In doing the report he discovered how Parliamentary issues were now covered to a much lesser degree than in the past, going from between 400-800 lines per day in The Times in 1988, to fewer than 100 lines in 1992.

This seemed to show that the broadsheets were following the tabloid example of dumbing down. This has led to the worry that the press is trivialising the political process in the UK. Politics is becoming increasingly personality led, rather than policy led. An event may have political significance or importance, but it will only really be seen as such if the press frames it in a way that makes it interesting and palatable to the reader. It therefore becomes a fact of political life that personalities are more interesting to the majority of the public than policies.

This has inevitably led to a change in the political landscape, initiated and perpetuated by the media. There are now several key features to politics in the late twentieth century which were not there before. ‘Political marketing”, the use of ‘negative campaigning” and the introduction of spin doctors have all led to fear of an ‘Americanisation” of the political process. As well as the press, TV has played a major role in ushering in the age of the soundbite. The media has opened up a larger, more accessible audience to the politicians, which many of them find hard to resist.

Institutions such as the House of Commons are becoming less and less a way of relaying policy issues and raising concerns, as the political arena is increasingly acted out in the media. Which publicity seeking politician, trying to gain support for their party, would choose the Commons over a highly publicised TV programme such as Question Time, or a high circulation newspaper such as The Sun. There has also been a decline in local party politics, as political communication has become more and more a national rather than local event.

The American way of leader based, rather than party based politics has become a reality. This has been evident in the way that Tony Blair has become a media star, never more so than when his wife recently became pregnant. The celebrity image of the Prime Minister has also led to accusations that he lacks real political substance. Some would say another example of the ‘trivialising” of politics has been the introduction of TV cameras into the House of Commons. When it was first proposed in 1966 it was heavily defeated on the grounds that TV cameras would ruin the unique and intimate atmosphere of the house.

In 1989 the house first appeared on television. Strict guidelines were issued over what could be shown, including the use of head and shoulder shots only and the banning of reaction shots. There was great unease amongst the sitting MPs, including the then Prime Minister Mrs Thatcher, who said at the time: “.. if you are not careful you can freeze with TV there…. it is going to be a different House of Commons, but that is that”, (Politics UK, 1991, p208). There was a gradual thawing of hostile opinion towards the TV cameras, with some exceptions.

David Amess, MP, protested that the cameras had managed to, “.. trivialise our proceedings and spoil that very special atmosphere that we had here”, ( Politics UK, p208). The main political parties now recognise the crucial role the media has to play in their success and have reacted accordingly. Political strategies now incorporate media strategies. They try to manipulate the media in order to create a favourable image of themselves. In order to achieve this we have seen the introduction of professional media managers.

The media dominated world of politics now needs professional management. Peter Mandelson and Alistair Campbell are two such media experts. They have been partly responsible for transforming the Labour Party from being unelectable to gaining a runaway victory in the 1997 general election. Indeed it has been said that Tony Blair spends more time in meetings with his image and media advisors than he spends discussing policies with his cabinet, which may be a worrying trend for UK politics. There are several ways that these people can attempt to manipulate the media.

One such way, many would say to the detriment of the democratic process, is the manufacture of debates which are stage managed to ensure a friendly audience and the communication of well rehearsed answers. There is also a great deal of emphasis placed on image management, and specifically the image of the party leader. This is very evident when looking at the current leaders of the two main parties in the UK today. Despite the best attempts of Conservative central office to jazz up the image of William Hague, he still retains the image of a dull, almost incompetent twit.

On the other hand Tony Blair has the image of a dynamic, if slightly shallow, leader. This tends to ignore the fact that Hague is possibly a more intelligent and thoughtful politician than Blair. Another good example of this is the differences between Ronald Reagan and Michael Foot. Reagan was a remarkably unskilled politician, but, being a trained actor, he was very good at conveying what was essentially a simple message. Foot, on the other hand, was a very skilled politician and public speaker.

However, his unkempt appearance was not at all media friendly, and after defeat in the 83 general election he was cast aside in favour of a more media friendly Neil Kinnock. Reagan had two successful terms as US President. Many fear that this indicates a move away from real political issues towards a fickle political world where image is everything and political substance nothing. It is clear that a personality clash or a sex scandal can now be more damaging to a political party than an actual policy disagreement.

But should we be very concerned about this, and exactly how much of the shifting political tide is down to the media. Some observers point to the fact that plain, unassuming politicians such as John Major and George Bush have enjoyed immensely successful political careers. This may suggest that the public can only be fooled to a certain degree by slick media management, and may eventually get sick of being ‘force fed” so called perfect politicians, with little or no political ability.

Swedish music-streaming service provider Spotify is in advanced talks to acquire German rival SoundCloud, the Financial Times reported on Wednesday, citing people briefed on the discussions.

SoundCloud’s founders and investors were exploring strategic options for the company, including a sale, that could value it at $1 billion, Bloomberg reported in July, citing people familiar with the matter.

The FT story did not provide more details.

Music-streaming companies have struggled to turn a profit amid rising competition from larger players such as Apple Inc.

Amazon.com Inc. is also preparing to launch a standalone music-streaming subscription service, Reuters reported in June, citing people with knowledge of the matter.

SoundCloud declined to comment, while Spotify could not immediately be reached for comment.

(Reporting by Ismail Shakil in Bengaluru; Editing by Sriraj Kalluvila)

Society, Economics and Politics: The Power and Business of Consumer Mass Media

In October 30, 1938, thousands of Americans filled the streets in a panic over the CBS radio “news” broadcast of Martians attacking the planet. In several “news bulletins,” listeners were told of people being killed by the Martians’ heat rays, the landing of even more Martian ships, and the destruction of bridges and various structures all over the United States along with the defeat of the US government’s military forces.  It was some time later before people finally realized that the broadcast they heard was just a clever and realistic adaptation done by radio broadcaster Orson Welles of the novel “War of the Worlds,”(1898) by H.G. Wells…and that was just radio.

Television, radio, print and film. Four traditional and major modes of public communication better known collectively as mass media all designed for three major purposes: to inform, to entertain and to present concepts and ideas. All four possess wide audience reach, audience attraction, and have the capability to open up wide avenues for information dissemination and entertainment to the widest range of audience in the shortest period of time. Its effectiveness and all around presence as modes of communication have become so that mass media has often been credited with the power to influence, shift and define public opinion… All four are also primarily business enterprises whose measure of success is determined by profit and revenues.

 Purpose of Research

The researcher proposes to identify the many concrete ways media influences society particularly in the perception of sex, gender, violence and politics. Having determined the reality of the extent of mass media’s influence, the researcher then proposes to identify whether the business of mass media has a significant effect on the way information is presented to the public and how the journalistic ethics of objectivity and responsibility are possibly compromised. The researcher also seeks to prove that there is a growing awareness among the public of the existence of such corporate influence and subsequent biases in the practice of mass media.

Research Question

             Is the perceived influence of mass media on society a realistic concern?  Is the business nature of media interfering in the journalistic ideals of objectivity and responsibility? How do the audiences of mass media view these corporate influences and possible biases in the practice of mass media?

 Summary and Context of Literature

Sociologists and psychologists alike agree that media has a degree of influence in the way people perceive trends, issues and concepts as media, in all its ubiquity has become one of the elements that people interact with and have become dependent on in their environment.

What are the latest fashion trends? Who is leading in the presidential race? What is the best diet to go on these days? The answer to these questions may be found by just flicking on the television or opening newspapers and magazines. Bottom line is, people believe the media particularly information that are presented as news and fact.

There was a time when the line between advertising, public relations and journalism was discernible. In today’s consumer driven times however, that line has started to blur. While some people are capable of having critical discernment of the information presented in media in all its forms, what of those who don’t or are yet incapable of such discernment? The audience of mass media is not limited to mature adults. Children in their formative years to adolescence are just as exposed to mass media in the same rate as adults are if not more.

 Tentative Argument/ Hypothesis

The researcher believes that while the public is aware that media to some extent influences societal perceptions, the gravity of such influence particularly among the younger audiences remains a matter of concern that needs to be addressed.  The researcher further posits that the concept of objectivity remains to be a debatable issue in the practice of mass media. Responsibility however should be a clear and non-negotiable mandate in the practice of both business and media.

Review of Related Literature

            According to an article by Michael Shapiro and T. Makana Chock that appeared in the Journal of Broadcasting ; Electronic Media in 2004, there are two ways by which reality is perceived by the audience in mass media. The first is “perceived reality” which pertain to events seen in the media that people may judge to be “similar” to what may happen in actual reality. “Typical reality” is a person’s acceptance of concepts as “typical” or to be expected in any given scenario with or without the value of personal experience (Shapiro & Chock, 2004).

These “realities” can influence an individual’s thought processes, attitudes, beliefs and subsequent behavior towards the relationship between ideas presented in media and their actual life reality. The researchers found that the more the stories fit the ideas of people on what was “typical,” the more real the people and events in those stories seemed. This relationship was stronger for relative perceived reality than for absolute perceived reality. (Shapiro ; Chock, 2004)

John Beyer, in his article that appeared in the English newspaper The Birmingham Post, details an interview he conducted with Dr. Susan Bailey, a US-based forensic psychiatrist. In the interview, Dr. Bailey recounts  her experience in the early 80’s when she documented 20 cases of murder cases involving youths over a period of five years. She further recounts how twenty five percent of the offenders admitted to being influenced by the very graphic “violent and pornographic films they had watched” prior to their commission of the offense. (“PERSPECTIVE: How Movie and,” 2007, p. 9)

Beyer goes on to quote famed Hollywood director Oliver Stone as saying: ‘Film is a powerful medium, film is a drug, film is a potential hallucinogen – it goes into your eye, it goes into your brain, it stimulates and its a dangerous thing – it can be a very subversive thing’.” (“PERSPECTIVE: How Movie and,” 2007, p. 9)

In a study done by Kathryn Greene and Marina Krcmar (2005) it was found that the presence of psychological factors such as neurosis, verbal aggressiveness and “sensation-seeking” in individuals influenced their preference for violent movies. Exposure to media showing violence heightened their aggression and gave them a “validation for their own personal aggressive tendencies.” (Greene & Krcmar, 2005)

Violence and perceptions regarding it are not the only things that media has a hand in shaping. In a study that appeared in the Journal of Youth and Adolescence in 2001, researchers were able to establish a direct link between the things and concepts presented by the media to the development of adolescent self-esteem. (Polce-Lynch, Myers, Kliewer & Kilmartin, 2001, p. 225)

Clinical psychologist Dr. Mary Pipher is also cited as supporting this idea of a link between media and adolescent self-esteem in her work “Reviving Ophelia”(1994) where she criticized media for setting “unrealistic expectations of girls’ physical appearances” that led to eating disorders among young girls  (Pipher, 1994)

In a study (2006) that appeared in the Journal of Physical Education, Recreation and Dance, teenagers between the ages of 12 to 18 have admitted to taking different forms of supplements such as protein shakes and diet pills to enhance their physique and look like the models being featured in the fashion and fitness magazines (“Body Image, Supplements and Media Influence,” 2006)

In her article on the relationship between magazine reading and adolescent’s body image (2003), Renee Botta states: “Magazine reading has been a consistent predictor of body image and eating disturbances for women. ” (Botta, 2003).

In addition to the many weight-loss and shaping products, advertisements and articles that already fill most magazines (Andersen & DiDomenico, 1992, p.31) there has been a growing trend in the recent years of using very thin models “–many whose body mass meets the requirements for anorexia nervosa– ” (Cusumano & Thompson, 1997; Wiles, Wiles, & Tjernkund, 1996) in trendy and popular magazines. (Botta, 2003)

In an interview with the Washington Times (1997), Dr. Pipher blames media for the rapidly growing sexual awareness of children. She likens the constant presence of sexual themes in music and media to “sexual harrassment,” of its audience particularly the youth. (Modorato-Rosta, 1997, p. 2)

            The article by Monique Ward and Rocio Rivadeneyra (1999) in the Journal of Sex Research discusses television’s contradictory nature when it comes to sex education.  While television as a medium offers a non-embarrassing way of learning about relationships and intimacy through story lines and themes, there are concerns that the messages TV sends “about sexuality are limited, stereotypical, and potentially harmful.” (Ward & Rivadeneyra, 1999, p. 237)

The problem is that while most television programs are based on fiction, there are many aspects of the portrayals and role-playing that closely resemble those in real life. Consequently, most theories predict that television’s impact will increase the more realistic its content is perceived to be (Huston, Wartella ; Donnerstein, 1998). The “perceived reality” (Shapiro ; Chock, 2004) therefore, forms and becomes a “typical” picture of intimacy and relationships.

            There is also a perceived relationship between exposure to media and “estimates of real-world frequency of sexual behaviors depicted on television, including extramarital affairs, sex without love, bragging about sex (males only), being parent to illegitimate children, and using sex for favors. (Taylor, 2005)

            The development of gender roles within children is another thing that is influenced by exposure to mass media states a study done by Susan D. Witt on “The Influence of Television on Children’s Gender Role Socialization”(2000). According to Witt, a child’s experience of watching television and interacting with other forms of media exposes him or her to gender stereotypes in his or her formative years. If a child gets used to seeing a male doctor assisted by a female nurse on television, the idea that only men can be doctors and women can only be nurses is formed in the child’s perception.  (Witt, 2000. p322)

Dr. William Huitt and John Hummel (Huitt & Hummel, 2003) explain children’s assimilation of knowledge and learning of gender stereotypes referring to the theories presented by Jean Piaget on children’s cognitive development. They explain that following Piaget’s theory, children pick up knowledge and concepts of human relationships through assimilation of ideas present in their environment including exposure to all forms of media.

            Besides for entertainment, people have always relied on media for news and information (Abdolian ; Takooshian, 2003). It is from these facts that they get from the media that public sentiment and opinion are derived.

What is public opinion?  According to the book “Media Effects and Society”(2001) by Elizabeth Perse, public opinion should not be taken simply as a common sentiment shared by a group of people. It should be defined as a “group consensus about matters of political concern which has developed in the wake of informed discussion” (Perse, 2001, p. 83)

            With today’s trend of rising “media consolidation and cartelization” in addition to the ratings competitions among networks however, there are questions as to just how objective and unbiased are stories pertaining to current events and issues (Champlin & Knoedler, 2002).

            Media consolidation has put business executives rather than journalists in charge of news divisions, and thus increased the pressure for profits (Jamieson, 2000). To earn profit, news that goes on air must attract audiences in order to generate ratings,” and that means ratings from the demographic groups most attractive to advertisers.” (Champlin & Knoedler, 2002)

            Broadcast media such as television and radio earn from placements by advertisers (Croteau and Hoynes). In order to get the kind of market advertisers want, statistical services such as the QNBC allows NBC “to analyze how the target audience responds to the news stories and advertisements, and as a result, its news division is the “”most profitable broadcast news in the history of television.”‘(qtd in Champlin ; Knoedler, 2002)

In what could be seen as a result of the inevitable consumer reaction to media influence by networks and advertising, many people resort to ad muting or switching off the sound whenever TV commercials come on.

The past couple of years have also been witness to the development and proliferation of technologies such as web casting (shows on the internet) and podcasting.

Podcasting comes from the words broadcast and the ipod, Apple’s ubiquitous MP3 player. Generally speaking, Podcasts are MP3 recordings that allow anyone with an MP3 player (not limited to ipod’s) to download and listen.  Given the huge popularity of MP3 players, podcasting has spurred the growth of amateur shows produced in what could be nothing more than a garage or basement.

Despite low production values, why do Podcasts thrive? It is because they provide listeners with benefits the regular media can’t provide such as web audio downloading, the option to hit pause and rewind, and best of all, enjoy commercial and FCC regulation free programming. (Michelle, 2005, p. 58).

Special web sites such as You Tube has also gained popularity for the opportunity they offer people not only to post their personal videos but also act as a “citizen TV” where people can post footages of events that they have taken with personal cameras and video/camera enabled mobile devices. Some people subscribe to Internet broadcasts of television programs that offer commercial free viewing.

            Sensing the growing anti-advertising sentiment of the public, advertisers and marketers are increasingly trying to find ways to make their ads “viewer friendly” giving more emphasis on entertainment value or through subtlety such as product placements. From hard selling, advertisers have started switching to more soft sell tactics like product placement in shows and the hiring and sponsoring of celebrity endorsers to push their products.

“Objective news media” is not without criticism either. In his article that appeared in the July-August issue of  ‘The Humanist,” author, media critic and lecturer Michael Parenti (1997) discourses on the many ways by which media may be manipulated. Parenti acknowledges that things such as “deadline pressures, human misjudgment, budgetary restraints” and difficulties in expressing long reports concisely as well as the inevitable need for “selectivity” in news reporting may inadvertently cause distortions and inaccuracies. (Parenti, 1997)

            He however questions what “principle of selectivity” is involved in news writing?   He further contends that media companies, though not in too obvious a manner, often pick a side on issues. These sides are usually reflective of dominant ideologies and very seldom provoke “discomfort” among “those who hold political and economic power, including those who own the media or advertise in it.” (Parenti, 1997) He further says that manipulation is not see in what is being said in the media but rather what are left unsaid and uncovered. (Parenti, 1997)

            The definition of “objectivity” in what has become a profit-driven industry has become complex. From the blunt definition of objectivity as reality as it is and not what people want it to be, it has become a concept that has become synonymous with “passive reception of news.” (Cunningham, 2003)

            Furthermore, the evolution of the relatively new industry of “public relations” into something that is a permanent appendage of most news organizations severely affected the arena of objective journalism.

            A different view of how objectivity should be defined however is presented in Robert McCabe Jr.’s critique of Jeremy Iggers’ book “Good News, Bad News: Journalism Ethics and the Public Interest,” (1998).  Iggers proposes that media should be less distant and take on a more proactive role in helping communities put the spotlight on social issues with the purpose of affecting change. (McCabe, 1999, p. 199) McCabe further agrees with Iggers’ contention that objectivity and journalistic ethics in the media is a “pipe dream, the product of a flawed epistemology.” (McCabe, 1999, p. 199)

            The debate over the objectivity of the media be it for its profit oriented news or passivity at receiving facts has raged so much particularly between the left and right-wing political parties. Both parties contended that the media in the 90’s tended to support the other group more than their own. Finally, in 1996, the Center for Media and Public Affairs (CMPA) commissioned a study into public attitudes about the Press. (Smith, 2002) The survey revealed that around 74% of Americans are aware of a degree of political bias in most news broadcasts and coverage. Of this, 63% opine that news concerning political and social issues are not as objective as they should be and show a tendency to “favor one side.” (Smith, 2002)

In the latter years however, consumers have been more demonstrative and outspoken in speaking out against aggressive advertising in media. In addition to the traditional letters to the editor in print media, audiences phone in their own comments to radio and television broadcasts. People have also become more active in campaigns for better and more effective ad controls against “pushy” ads such as those of diet supplements and junk foods that are directed towards children. (“Junk-Food Ads for Children,” 2004, p. C11) Already parents are finding themselves resorting to various tactics of advertising mediation for their children who, due to TV and radio ads, show a tendency towards developing materialistic attitudes. (Buijzen & Valkenburg, 2005)

 Various consumer movements and consumer research/campaign agencies have also sprouted up monitoring the excessive influence wielded by advertisers and PR machines on media content.

Conclusion

            The relationship between mass media and society is both complicated and sensitive. First, it has been established that media is an integral part of living in today’s modern times. Second, its power to influence and shape perception of issues, gender, relationships and other socio-cultural markers is also undeniable. However, much as media starts off with ideals, media is still a business and therefore could not survive on just ethics and ideals alone. “Ratings” is a key word to remember when looking at the profit-making side of media. Advertisers are wooed into buying advertising slots with the promise of good audience exposure.

 Consequently, for broadcast and print media to attract audiences, networks are compelled to produce content that may or may not be ideal to the point of being controversial, but are sure audience attention-grabbers. Unfortunately, not all people however are capable of discerning facts from hype and fiction. Factors like age, education and psychology govern the degree of influence and varying reactions mass media elicits from its audience.

Summing up of Reviewed literature based on stated Hypothesis

The literature reviewed in this research reveal solid proof of mass media’s influence on societal perception of issues like sex, violence, gender, and politics. Such influence is also proven to be powerful particularly among adolescents and children. While there may still be some ongoing debate as to the application of the concept of “objectivity” in the news media, the concept and the word “responsibility” is certainly not ambiguous.  Often media people and their respective companies are heard defending the public’s “right to know.” But if media is controlling what the public does get to know, then they certainly must take responsibility for the effects of their content and broadcasts.

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