Introduction
Mass media is a section of the media used to transmit information that targets a very large number of viewers and listeners in a given population. With newspapers, the audience may be nationwide and global with the internet. It can also be described as trade affecting people’s thinking about nature. The ancient form of mass media mostly involved the usage of written communication means. With the invention of higher technology, electronic media such as broadcasting and the Internet have come into place. (Kazerounian)
With the increase in technology, the world has become like a global village. Advancement of the electronic mass media has made it possible for the information to reach every part of the world within a short time. This has led to tremendous changes in people’s daily activities like jobs, career choices, business, political and economic decisions.
Main Body
Generally, people make decisions depending on what information they get from media sources, acquaintances, or people they interact with. If the information gained is a fallacy, a wrong decision may be taken leading to misery in life. An example attributed to this is the nude celebrity pictures used in various advertisement programs. Such actions impact negatively the young people who regard these individuals as their role models and always try to emulate what they do including their dressings styles. Most teenagers base their styles on the mass media hype leading to moral decay in society.
A case at hand is research done by some scholars from Zimbabwe which attributed changes in cultural norms in the ’80s to the spread of internet usage among the youth. The soap operas aired on TV stations were also found to have promoted many variations from the traditional African way of life on matters such as courting, marriage, and relationship with family members.
In the political arena, mass media plays a big role in electioneering periods. Different parties use the mass media to sell their ideologies to the electorate. During this time, politicians clog television and radio stations asking for votes while others criticize their opponents. The stations also air live debates among the contestants where they are interviewed by the presenters. This enables the citizens to make informed decisions on whom to vote for.
Some media houses engage the citizens by conducting opinion polls in an attempt to predict the election results. The opinion polls can be altered, favor one candidate against the other, thereby influencing the voting pattern during elections. However, the distortion of the opinion poll results may create loathing or hatred especially in young democracies leading to post-election violence if the election results do not conform to the opinion poll outcomes as witnessed in Kenya during the 2007 elections.
In the reduction of health risks and backing healthy living, the mass media has largely contributed to the debate through articles in magazines and programs aired on television where health issues are tackled. The programs involve the engagement of both listeners and the experts such as dermatologists, pediatrics, nutritionists, paramedics, HIV-positive people, former drug addicts, social workers, or counselors.
During the TV discussion, listeners are given time to give their opinion on the health topic under discussion and to ask a question from the experts on how to cope with the situation or where to seek medical attention. With the availability of television, the viewers have many options to choose from. This means they can change the channels based on what health program is being aired.
These programs have helped in reducing stigma toward people living with HIV. This is true especially in Asian countries where stigma against people suffering from the deadly virus is on the rise. The programs also include nutritional advice for the victim’s diet. It also includes guidelines on how to protect their family members from the infection for couples with discordant cases. In the end, many positive people are encouraged to declare their status to the public and start living positively. This in turn leads to a reduction in the spread of the scourge. It’s clear from these examples that mass media sways people in making decisions.
Conclusion
Mass media is a tool by which people get to know anything that’s happening outside and within their locality. It also presents individuals with a list of choices to make in different fields. Ranging from politics to health, it seems that the world is being shaped by the media than by any other mode of communication. However, some people tend to focus more on entertainment and its negative influence of it. There is a need for regulating bodies to check on the content of what the media is transmitting to the public. This is because many people rely on the media to make their decisions; any negative influence will also impact society negatively.
References List
Kazerounian, salmon. Mass media influences the perception of society. 2003. Web.