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Undersatnding Media

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Today, athough the press has become a necessary tool, i has suffered the abuse of being a manipulative tool to benefit a few in the society. Oe positive impact of the media in the society today is provision of current and relevant information from all over the world through its various channels. Wth the proliferation of technology, te media has achieved effective information coverage and the ability to relay it even to the most remote locations of the world. Acording to Cammons and Parks (2004), iformation and its availability to the people enhances their intellectual knowledge, wich is critical for social and economic planning.

Te benefits of voluminous information are observable in the perfection of economic planning, bsiness efficiency and educational development in the society today (Madonna, 2005). Scondly, te media can be used for peace building in a country. I many instance, te media has been used to spread messages of peace to ensure that countries remain in peace during political periods. O this note, te media to a great extent contributes to the the society.

I is indisputable that the efficiency of the media has had a direct impact on the efficiency of the society. I is also wise to note the adverse effects of the press in its contribution to manipulation of the public mind for the benefit of particular persons of interest in the society. Hbbert (2006), asocial activist, hs questioned whether in reality the freedom of the press is good for the society that created it. B expressing contempt of the media, tis author seems to doubt the of information that the media releases to the public.

Mre research has expressed a lot of contempt to the credibility of the information provided by the media. Fr instance, anumber of opinion polls seem to suffer from statistical manipulation, wich is usually meant to invoke the political behaviour of the people. Mdia critics have come into a concession that the press has the power to influence the public opinions by creating illusionary images of their character of interest. Te use of headings, gaphics and drawings, fequency of coverage, locations and techniques have become new tactics of the media to generate intended reactions from the public.

Fr instance, acharacter colourfully covered in the first page of a newspaper will receive more public attention than one whose image is located. ..

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