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The Role of Mass Media in the Modern World

The importance of the media today is immense. Never before in mankind's history have the media had such a significant impact on our lives and behavior. In the last 50 years the media influence has grown exponentially with the advance of technology, first there was the telegraph, then the radio, the newspaper, magazines, television and now the internet.

We live in a society that depends on information and communication to keep moving in the right direction and do our daily activities like work, entertainment, health care, education, personal relationships, traveling and anything else that we have to do.

A common person in the city usually wakes up checks the TV news or newspaper, goes to work, makes a few phone calls, eats with their family when possible and makes his decisions based on the information that he has either from their co-workers, news, TV, friends, family, financial reports, etc.

What we need is to be aware that most of our decisions, beliefs and values are based on what we know for a fact, our assumptions and our own experience. In our work we usually know what we have to do are based on our experience and studies, however on our daily lives we rely on the media to get the current news and facts about what is important and what we should be aware of.

We have put our trust on the media as an authority to give us news, entertainment and education. However, the influence of mass media on our kids, teenagers and society is so big that we should know how it really works. Of all the media distribution channels the most influential has been the television, we are constantly exposed to thousands of images of violence, advertising, sex, celebrities and much more, in fact a its known that a child is exposed to about 40,000 ads a year.

The media makes billions of dollars with the advertising they sell and that we are exposed to. We buy what we are told to be good, after seeing thousands of advertisings we make our buying decisions based on what we saw on TV, newspapers or magazines to be a product we can trust and also based on what everyone else that we know is buying and their decision are also based on the media.

Media play many different roles. For the audiences, it is a source of entertainment and information while for media workers it is an industry that offers jobs and therefore income, prestige and professional identity. For the owners, the media is a source of profit and a source of political power. For society at larger, the media can be a way to transmit information and values.

Nowadays the majority of the journalists are involved with politics and their reports are in some way influenced by it. In such a way every kind of newspapers and others media is running under a political control. So where there is a political control there must be some of false and fabricated news will be published. Even though a newspaper or a TV channel, for instance, positions itself as being independent, a reader/viewer can feel that it belongs to a certain political spectrum. So it’s up to a person to decide who to adhere to.

Although a sizable portion of mass media offerings - particularly news, commentaries, documentaries, and other informational programmes - deal with highly controversial subjects (спорный вопрос), the major portion of mass media offerings are designed to serve an entertainment function. These programmes tend to avoid controversial issues and reflect beliefs and values promoted by mass audience. By reflecting the life of the mass society the media is promoting mass culture with its false values and believes, turning both generations (young and older) into consumers of the consumer society products.

At the same time mass media is the source of getting information that helps not to lose the touch of reality and be well aware of the current affairs in the world. One cannot deny the fact, that today’s world abounds in information and even one and the same fact can be treated differently at various angles. On the one hand it’s bad, but on the other hand one can reconstruct the real flow of the events or situation. In such a way personal attitudes are formed. Of course, it all depends on the fact what information a person concentrates on: whether it’s sex & scandal or serious matters like politics.

The media also influences the teenagers, but the effect may be both positive and negative. For example, if there is a sport that is getting a lot of attention by the media and gains popularity among your friends and society, you will more likely want to practice the sport and be cool with all your friends. The result is that you will have fun with your friends and be healthier because of the exercise you are doing.

However a negative influence in teenagers is the use of cigars by celebrity movie stars, the constant exposure of sex images, the excessive images of violence and exposure to thousands of junk food ads. Young people are in a stage of life where they want to be accepted by their peers, they want to be loved and be successful. The media creates the ideal image of a beautiful men and women and tells you the characteristics of a successful person, you can see it in movies and TV. It’s a way to tell you subconsciously that if you are not like them you are not cool yet so its time to buy the stuff they buy and look like they look.

Another negative influence in teenagers that has grown over the last years are anorexia and obesity. There are millions of adolescents fighting obesity, but at the same time they are exposed to thousands of advertisements of junk food, while the ideas image of a successful person is told to be thin and wealthy.

Also more women are obsessive with losing weight even when they are not obese, there are many thin women that want to look like the super models and thin celebrities so they engage in eating disorders which leads to severe health issues and even death.

When we watch TV or a movie we usually see many images of violence and people hurting others. The problem with this is that it can become traumatic especially in our children as we see it more and more. Our kids that are starting to grow and are shaping their personality values and beliefs can become aggressive or they can lose a sense of reality and fiction of what they are seeing.

Mass media is a significant force in modern culture that reflects and creates the culture. Still whether we like it or not we have to face it that the media occupies a great part of our life. It is something that helps us to keep up with this hectic world, to have a kind of entertainment, to obtain the needed information, to broaden our outlook, etc.

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