Table of ContentsThe Role of Mass MediaDominant Class Theory: Culturist Theory: Magic Bullet Theory/Hypodermic Needle Theory: Culture Theory: Agenda Setting Theory: Framing Theory: Authoritarian TheoryLibertarian Theory Soviet Media TheoryConclusionThe Role of Mass MediaThe word “media” is derived from the word “media”. The word media means communication channel. There are different types of modern media. Types of media include print media (books, magazines, newspapers and novels, etc.) as well as broadcast media (television and radio). Anything that is written, broadcast or spoken and is easily accessible to a large number of people is called mass media or mass communication. . Any source of information used by a large number of people is called mass media. Mass media is a technology that allows you to reach a maximum number of people. Most of the people across the world use different media channels to know what is happening all over the world, to know about social and political issues and also use them for entertainment purposes etc. Television, radio, the Internet, newspapers, and magazines are some of the most common examples of mass media or communication. Say no to plagiarism. Get a tailor-made essay on “Why Violent Video Games Should Not Be Banned”? Get Original Essay As we know that mass media targets a wide audience, many people can access mass media without any problem. Everything has its influence on people. First, mass media has a significant impact on culture. Mass media influences people's mood and attitude by transmitting messages using mass media, which is called mediated culture. We can say that the media tries to create culture. Individuals as well as communities around the world are continually affected by messages broadcast on television, in magazines, on billboards, etc. This not only helps promote the products but also promotes a change in attitude and mood. On the other hand, it also develops in people's minds a sense of what is important and what is not. Secondly, the concept of celebrity is only possible through mass media. Imagine if there was no mass media, do you think a celebrity could be famous without the help of mass media? If there was no mass media, for example, there would be no concept of cinema or any other type of mass media, no one could have become so famous. If we talk about the past, people like legendary political figures, renowned business leaders or other people like them have played an important role in the past. It is thanks to mass media that actors, singers and other social elites have become celebrities and stars. This goes back to when television was a new thing for people. It was there with only people counted and there was limited time for programs and there were only one or two channels. Even television was not appreciated by many middle-class people. Coming back to the current period, there is now television even in the poorest homes, while there is more than one television in middle-class families. This change is not because television is readily available now, but because television shows are now so diverse that they entertain or meet the needs of people of different ages, people in groups ofdifferent incomes, people from different backgrounds, etc. . We are in the age of technology, people have everything just a click away, but television still remains one of the main means of mass communication. The Internet is also a popular mass media channel these days. What is the role of the media? This is a controversial issue and so many people have debated it. And the answer to this question varies depending on the use of mass media, it depends on the purpose for which an individual uses mass media. The way an individual uses mass media varies from person to person. For this reason, the influence of mass media also varies from person to person. It is recognized that media are part of modern culture. Different theories about mass media are as follows: First comes the theory of limited effects. This theory emerged between the 1940s and 1950s. The theory of limited effects is based on the idea that the media has a negligible influence on people. This theory states that people choose to watch or read things they believe about. This theory says that there is not such a strong influence of mass media on the individual. He says it depends on how the individual perceives the media's message. Dominant Class Theory: Second, there is the dominant class theory. Ruling class theory states that the media only reflects the views of the minority elite and can control them. For example, when there are restrictions on the ownership of media organizations, these individuals control what people can watch and listen to through mass media. Bodybuilding Theory: Third, there is bodybuilding theory. Culturist theory states that people see images and hear messages from media but derive meanings from them based on their perceptions. For example, if we show the same video to different people, they will explain that video differently depending on their age, mindset, religion and other factors. Magic Bullet Theory/Hypodermic Needle Theory: The hypodermic needle theory is also known as the magic bullet theory. Hypodermic Needle Theory/Hypodermic Needle Theory states that mass media messages are like bullets, they act on the minds of viewers in the same way that the bullet acts quickly on the human body. According to the magic bullet theory/hypodermic needle theory, mass media messages are effective to a large extent on the minds of the viewers. Cultivation Theory: In cultivation theory, it is stated that mass media cultivates the minds of the viewers. People who are intensely exposed to television begin to notice that this world is similar to that of television. For example, if someone watches more violent programs, they will begin to view this world as a violent place. This is the theory of cultivation. Agenda-setting theory: Agenda-setting theory is a theory in which powerful media effects exist. There are three agendas: the media agenda, the public agenda and the political agenda. It is also recommended that the media agenda becomes a public agenda over time due to the fact that they are linked to each other. Framing Theory: Framing theory and agenda setting theory are related to each other. Framing theory states that whenever an issue arises, the media focuses its attention on that issue and then positions it within a defined area of ​​importance. From this..