The Media 's Influence On The Mass Media Essay
The 20th century through to the 21st century has seen significant changes in how the mass media has evolved. This evolution, due to the advent of emerging sources of information verification, has also questioned the strength of the early media effects on the mass media audience. Briggs and Burke (2005) define the early strong media as newspapers, magazines, radio and television (TV).
The then mass media (press, radio and film) in the 1920s and 1930s were willed with considerable power to set the agenda, mould the beliefs, cause behavioural changes and influence the opinions of its audience (Bauer and Bauer, 1960). For instance, the New York studio of the Columbia Broadcasting Corporation hoping to entertain its audience for Halloween aired a version of Well’s imaginative novel – Wars of the Worlds which described the invasion of the planet by aliens from Mars. Newspapers reportage the following morning spoke of the ‘tidal waves of terror that swept the nation.’ (Cantril, 2005). Mearsheimer and Walt (2013) assert that theories are simplified pictures of reality which explain how the world works in particular domains.
The early strong media theories and their effects on mass media audience remain arguable. Based on this on-going argument, this paper intends to find out why the early strong media perspective is considered naïve. Further, this researcher will seek to find out if the limited effects paradigm that came in lieu of the early strong media…