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Undersatnding Media Essay Example

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Undersatnding Media

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Today, although the press has become a necessary tool, it has suffered the abuse of being a manipulative tool to benefit a few in the society.One 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. With the proliferation of technology, the media has achieved effective information coverage and the ability to relay it even to the most remote locations of the world. According to Cammons and Parks (2004), information is power and its availability to the people enhances their intellectual knowledge, which is critical for social and economic planning. The benefits of voluminous information are observable in the perfection of economic planning, business efficiency and educational development in the society today (Madonna, 2005). Secondly, the media can be used for peace building in a country. In many instance, the media has been used to spread messages of peace to ensure that countries remain in peace during political periods. On this note, the media to a great extent contributes to the development of the society. It is indisputable that the efficiency of the media has had a direct impact on the efficiency of the society.It 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. Hibbert (2006), a social activist, has questioned whether in reality the freedom of the press is good for the society that created it. By expressing contempt of the media, this author seems to doubt the credibility of the information that the media releases to the public. More research has expressed a lot of contempt to the credibility of the information provided by the media. For instance, a number of opinion polls seem to suffer from statistical manipulation, which is usually meant to invoke the political behaviour of the people. Media 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. The use of headings, graphics and drawings, frequency of coverage, story locations and emphasis techniques have become new tactics of the media to generate intended reactions from the public. For instance, a character colourfully covered in the first page of a newspaper will receive more public attention than one whose image is located

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