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    Alexa Gomez
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    Mass media aims to reach a wide audience through various platforms such as radio, television, internet, and print. It plays a significant role in modern culture by influencing celebrities and keeping audiences informed of current events. There are three main sociological perspectives on mass media's role and influence: the limited effects theory which argues that people choose media based on their preexisting beliefs; the class dominant theory which claims media reflects the views of elite minorities; and the culturalist perspective that sees people interacting with media to create their own meanings from a combination of limited effects and class influences.

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    Mass media aims to reach a wide audience through various platforms such as radio, television, internet, and print. It plays a significant role in modern culture by influencing celebrities and keeping audiences informed of current events. There are three main sociological perspectives on mass media's role and influence: the limited effects theory which argues that people choose media based on their preexisting beliefs; the class dominant theory which claims media reflects the views of elite minorities; and the culturalist perspective that sees people interacting with media to create their own meanings from a combination of limited effects and class influences.

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    2 views1 page

    Communication Theory

    Uploaded by

    Alexa Gomez
    Mass media aims to reach a wide audience through various platforms such as radio, television, internet, and print. It plays a significant role in modern culture by influencing celebrities and keeping audiences informed of current events. There are three main sociological perspectives on mass media's role and influence: the limited effects theory which argues that people choose media based on their preexisting beliefs; the class dominant theory which claims media reflects the views of elite minorities; and the culturalist perspective that sees people interacting with media to create their own meanings from a combination of limited effects and class influences.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
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    Communication Theory

    Mass Media – information or communication Role and Influence of Mass Media


    that aims to reach a majority or mass
    Mass Media – a significant force in modern
    audience.
    culture
    Ex. Radio, Television, Internet, Print
    -celebrities
    *Newspaper – original platform
    -it helps us to refresh the happenings in
    - rely on writers/journalists the past

    *Radio – uses audio -mediated culture

    *Television – uses visual and audio 3 Main Sociological perspective

    - most effective platform Limited Effects – people choose media based


    on what they believe in
    *Internet – most rampant
    Class Dominant Theory -media reflects and
    6 Types of Mass Media
    project the view of a minority elites
    1.Traditional Media -oldest form
    Culturalists – combination of limited effects
    -uses local language/written mediums. and class dominant

    -information through one generation to -people interact with media to create their
    another own meaning

    Ex. Fairs/Festivals, Folk song/music,


    Theatre/Drama

    2.Print Media- print form of information

    -information through manuscript

    Ex. Newspaper, books/novels, journals

    3.Electronic Broadcast Media -information


    through electronic

    Ex. Radio, Television, Telephone

    4.Outdoor Media-information through


    manuscripts

    Ex. Signs/placards,banners/wallpapers,posters

    5.Transit Media – advertisement

    -information through public transportation

    Ex. Taxi, Buses, rail

    6.Digital/New Media – information through


    internet gadgets/computers

    Ex. social media, Email, E-commerce,


    Webcast& podcast, blogs/vlogs, virtual world
    and reality, computer animation

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